TBI is an established brand which acquired Ora, both alternative investment companies. The consolidated brand was TBI.
The TBI logo needed modernisation but it also needed to reflect some of the values of Ora. We also did not want to entirely swap out TBI values such as trust, ethics and history.
An intriguing part of the project was contributing to discussion around the name, where the consolidated brand architecture project played a key role. It was not accepted that the acquiring brand, TBI, would necessarily be the new name.
It’s always fulfilling to work with a heavyweight board of directors, executive and senior management all committed to doing the right thing for the brand.