We worked with Tikit to identify the different areas of expertise that they provide, and then distilled these into a set of ‘ecosystems’ by first clarifying the naming and then producing strong iconography and lock-ups that make it simpler to visually communicate to potential customers which particular solution they are selling.
We also looked at the use of imagery as part of the brand. We had to create a look that felt right for the sector, but which was also unique to Tikit. We knew that a lot of the imagery used in their communications would be from stock libraries, so we needed a solution that could both standardise and stylise the imagery to create a brand ‘feel’. Our solution was to create a grey cutout/overlay effect which both lifts the main character from the image, and also allows us to use typography over the top of an image.
As part of the hand-over process with the client we created a brand book that complied all of the work we had created. This document provides a detailed set of guidelines on how to implement all aspects of the brand going forward, this ensures brand consistency and also acts as a quick reference for anyone working on the branding.