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Teqoia

The question

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?

Brand strategy & positioning

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 organisation 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 organisation but also distinctive and innovative.

Naming

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.

Design

During the branding and naming process a large chunk 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 most importantly fits the employees who will ultimately become the ambassadors of Teqoia.

We would like to proudly present the new logo and brand identity for Teqoia.

Credits

Agency: Artbox > centre for creation
Strategy: BR-ND
Naming: Ivo Grupping
Copy: Floris Kreulen
Design: Giant Rebels
Digital Design: Harold van Velsen
Illustration & animation: Rob Wienk
Illustration & animation production: Geert Jansen
Account: Jessica Iken

See entire case
Teqoia - Logo design

Teqoia

Logo design
Teqoia - Stationary

Teqoia

Stationary
Teqoia - The world of petrochemistry

Teqoia

The world of petrochemistry
Teqoia - World of nutrition and pharma

Teqoia

World of nutrition and pharma
Teqoia - Signage

Teqoia

Signage
Teqoia - Interface design

Teqoia

Interface design
Teqoia - Interface design

Teqoia

Interface design
Teqoia - Newsletter

Teqoia

Newsletter
Teqoia - Social identity

Teqoia

Social identity
Teqoia - Posters

Teqoia

Posters
Teqoia - Fin

Teqoia

Fin
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