WE PRESENT YOU TEQOIA
Artbox was approached by Humares – a holding company of a series of white collar temp agencies specialized in the technical sector – with a brand portfolio strategy challenge. The question was if three brands should continue as separate entities, merge and continue with an existing name or with a new name and identity. Another important question was: how do we set in motion a change process and ensure our employees feel ownership?
We brought BR-ND on board to help Humares crack the nut from within the company. We believe that possibly major changes like this should be carried through all layers of an organization in order to be successful. During multiple sessions with people from different positions within the three companies we got to the core of the company and were able to develop a brand story that was backed by the organization but also distinctive and innovative.
Through the course of this process it became clear that the new brand strategy didn’t fit with any of the existing brands and a new and identity would communicate our message best. In collaboration with Ivo Grupping we developed the name: Teqoia. On one hand the name refers to the giant redwood tree symbolizing stability, growth, strength and our future. On the other hand the name refers to Technology, IQ and EQ to symbolize the smart, socially capable and specialized people the company employs.
During the branding and naming process a big part of the visual translation was developed with Giant Rebels. During kitchen sessions we shared mood boards and preliminary designs until we were able to find common ground with a new logo and visual identity that fits the brand story but possibly more importantly fits the people that will ultimately become the ambassadors of Teqoia.
We would like to proudly present the new logo and brand identity for Teqoia.
Copy: Floris Kreulen
Design: Giant Rebels
Digital Design: Harold van Velsen
Illustration and animation: Rob Wienk
Producer: Geert Jansen
Account: Jessica Iken