Building a sum greater than its parts

Change is rarely easy. And when that change is a merger – with colleagues, clients and partners all hungry for reassurance and reasons to believe – confidence is critical.

But with a merger comes opportunity. For the brand to become a platform for unity.

This was the challenge faced by newly-merged IT solutions providers TIG and Thirdspace. However, with multiple voices and opinions to manage throughout their organisations, the risk of ‘blanding’ loomed.

Through deep consultation and facilitation, we collaborated with TIG and Thirdspace to create a new name and brand that would signal a new chapter. We needed to frame this unity as a positive. To tell the story of not just harmony, but of evolution. Even revolution.

Of the sum becoming greater than its parts alone.

‘Become Greater’ signalled a fresh chapter. Not only for the newly-combined team, but for every colleague, client and partner. We had positive transformation front of mind when we landed on the name ‘Kocho’ – from the Japanese word for butterfly – which became a catalyst for the new brand.

A crest-like butterfly became the new logo, complemented by a design system of illustrated patterns and ever-changing shapes, mimicking the fluid motion of wings. In the jargon-heavy IT category, a voice of distinction was critical. We developed a tone embodying the confidence, humility and focus of the team behind the butterfly.

The result: a brand anchored in progress. Because who doesn’t want to become greater?