Living Stone blog 3

 

 

All Posts

How brand design gave firm footing to a new company

Is brand design worth the cost? A successfully launched IT company thinks so.

Two years ago, Living Stone was selected to develop a brand design and overall strategic rollout for a new technology company created by the merger of Belgian IT consultants Tobius and SAGA Consulting Group. Called Tobania, the merger was finalized in December 2014. Tobania is nowadays recognized as one of the nation’s largest networks of ICT specialists.

The first step in creating Tobania’s new brand design was defining its business story and affirming a strong, compelling message from it before delving into logos, colors, designs and similar visual tools to drive the rollout. Ample on-site research during the Summer of 2014 was budgeted as an investment to accurately assess the key rationales propelling both companies to merge. Other Researches conveyed: what is the benefit of this newly founded merger for customers, and what made the merger stand out from competitors?

The result of this overall evaluation was a clearly written business identity for the new Tobania brand that guided a subsequent brand design scheme that vibrantly conveyed the company’s benefits in design, color and layout for optimal display on a range of digital devices (smartphones, tablets, etc.).  A visual revamp of each company’s existing communications tools (website; print brochures; etc.) also resulted based on the new business identity, not just for the rollout, but also for future use throughout the months and years thereafter.

It's worth the money

Is there a ROI for business and brand design?

Lode Peeters, CEO, Tobania, says yes. “The insight gained that summer resulted in a persuasive house style expressing our culture and values that showed how we’re different from other IT companies. For example, the new logo’s clean functional look and bold colors are brilliant on a digital screen, which communicates the strength of our brand in the mode we do best – digital.”

He concludes, “It’s why these upfront efforts are worth the money.”

 

 Download the concise case study detailing Tobania’s story.

 

Related Posts

Meet MUM: Google’s new game-changing algorithm

Some updates to Google’s algorithm have a bigger impact than others. With the rollout of BERT (Bidirectional Encoder Representations from Transformers) in 2019, Google’s algorithms went from simply understanding words to being able to understand the context that the words were in. For example, think about how the meaning of the word “bank” differs in these sentences: I am going to the bank. / I am standing on the bank of the river. Thanks to the BERT algorithm, Google recognizes these nuances, and is able to provide search results that more closely align with the subject being searched for, providing the searcher with information that is more relevant.

Customer lifetime value emerges as top KPI

According to the experts at Marketo, marketers can expect to see a significant shift in marketing priorities over the next couple of years. The marketing automation company surveyed over 700 marketing execs and CEOs for their views on how marketing KPIs, required skillsets and technology tools will change by the year 2025. The surveyed marketers ranked customer retention, lead generation and customer lifetime value as their top three KPIs today (in that order). By 2025, they forecast that the order will switch, with customer lifetime value taking the lead at spot number one, followed by customer retention at number two (and lead generation will drop down to spot number six.)

Commercializing a new medical device? 3 critical success factors to consider

Launching a new medical device is a complicated process. First, of course, you have to come up with a concept. What do you want your technology to do, and how will it do it? There’s that initial period of blue-sky thinking and prototype development, where you refine your technology and determine whether it’s viable. Then, once you decide to move ahead with commercialization, and you’ve achieved your safety and efficacy goals, the pace picks up, and suddenly you’re on a fast track to your launch target date.