Kocho is the new name for managed services provider TIG, and identity and cyber security experts, ThirdSpace. Backed by the private equity house, BGF, the companies have come together to harness the benefits of their separate strengths, making them a leading provider specialist for Microsoft Security and Cloud Technology.
The new brand has been created with transformation front of mind, and the name ‘Kocho’ originates from the Japanese word for butterfly. The brand features a crest-like butterfly symbol with a central star symbolising the transformation and protection the new business provides its clients. The brand positioning is anchored by an organising thought of ‘Become greater’, and demonstrates how Kocho enables every client, colleague, and partner to flourish.
The sector that Kocho operates in has some established players, so it was vital to develop a brand that was distinctive and had clarity at its core. All aspects of the branding system from iconography, type, colour, photography and moving image all ladder back to the strategy and organising thought. The design system features a series of illustrated patterns and ever-changing shapes which highlight the fluid motion of wings. The tone of voice captures the humility and confidence in Kocho’s ability to deliver greatness and commercial impact at both enterprise and mid-market level businesses across the UK and beyond.
Steve Richardson, Executive Creative Director, says, “From our workshops with the client team ‘Becoming greater’ was our statement of intent. The identity and tone of the brand had to stand for this, but also stand apart from its competitive set. What client doesn’t want to be greater today than yesterday? A big thanks to the brave client team, who embraced this bold approach from the get-go.”
As part of the brand relaunch, we worked on a light art launch film with Sola Lightbombing. This used some Pixel stick light typography as well as real time generation of light art in a studio and in cityscapes. The way the light trails tell the story of transformation and innovation created a fresh way to build the Kocho narrative.
Gareth Rees Jones, Director of Marketing at Kocho says, “Mr B & Friends really captured the vision that we were trying to achieve. The new brand celebrates our people, our expertise and the outcomes that we achieve for our clients. We’re delighted to be launching our new combined business under the Kocho brand.”
Mr B & Friends team:
Simon Barbato – CEO
Steve Richardson – Executive Creative Director
Harriet Whitehorne – Head of Copy
Kieran Hawes – Middleweight Designer
Luke Jones – Middleweight Design
Liam Smith – Associate Planner
Olivia Cox – Senior Account Manager
Light art – Sola Light graffiti
Web development – Lunar Build
Photography – Oliver Edwards
