CASE STUDY
Complete Rebrand Strategy for industrial company Tom-Tech
Read time: 5 min
Tom-Tech is a new industrial company that was established after the complete rebrand of the previously called Kovinoplastika Tomažič company. There were several reasons for the rebrand, including the positioning of the company, partial change of the leadership team, a complete change of mindset, taking its services globally, etc.
Before the big and risky transition, everything had to be carefully planned to keep what was already working well from the past and improve areas that needed improvement. That is when heads from Tom-Tech and I joined forces to get this huge project done as smoothly and seamlessly as possible.
This case study is focusing just on the Design and Marketing-Strategy perspectives of the project.
Before the big and risky transition, everything had to be carefully planned to keep what was already working well from the past and improve areas that needed improvement. That is when heads from Tom-Tech and I joined forces to get this huge project done as smoothly and seamlessly as possible.
This case study is focusing just on the Design and Marketing-Strategy perspectives of the project.
THE CHALLENGE
Building a new brand for new company
How to link it just enough with its predecessor?
With the rebranding process, Tom-Tech needed to appear as a new company with a completely different name, new logo, and strong (visual) brand identity.
The main challenge was to make Tom-Tech look like a new, serious player to join the market, however, the existing clients from its predecessor should recognize that it is actually their partner, rebranded.
With a goal in mind, we tackled this project step by step in a nicely organized timeline and milestones in place.
The main challenge was to make Tom-Tech look like a new, serious player to join the market, however, the existing clients from its predecessor should recognize that it is actually their partner, rebranded.
With a goal in mind, we tackled this project step by step in a nicely organized timeline and milestones in place.
THE PROCESS
Brand implementation in multiple stages
Good strategy is the key to a smooth transition
After several meetings and brainstorming, when the final name (Tom-Tech) was confirmed, we started working on the new logo and colour scheme. This was to establish solid grounds for the new brand.
Tom-Tech’s only connection with the predecessor was the monogram used in the new logo, but again, it was updated and polished. However, for their existing partners, it would be enough to recognize it.
The next important step was creating an online presence. We focused to cover just two channels that seemed most important for the niche – website and FB page. After research and planning, we designed and developed a website that gives a good overview of what Tom Tech can offer (separate Case Study on the website creating process coming soon).
When the essential things were perfected, the process continued with producing brand collaterals such as brochures, booklets, letterheads, and even vans wrap.
Tom-Tech’s only connection with the predecessor was the monogram used in the new logo, but again, it was updated and polished. However, for their existing partners, it would be enough to recognize it.
The next important step was creating an online presence. We focused to cover just two channels that seemed most important for the niche – website and FB page. After research and planning, we designed and developed a website that gives a good overview of what Tom Tech can offer (separate Case Study on the website creating process coming soon).
When the essential things were perfected, the process continued with producing brand collaterals such as brochures, booklets, letterheads, and even vans wrap.
THE RESULT
Introducing the new brand to the market
Tom-Tech turned out to be impactful brand, easily recognisable in its niche
In less than 6 months, Tom Tech got from a rough idea to a fully “equipped” brand with a modern and strong visual identity. In a niche Tom-Tech is in, it is quite rare that a company is focusing and investing so much in brand development and creating quality visual materials.
Gladly, the investment was well worth it since Tom-Tech almost doubled their yearly revenue in the next two years and signed their first long term contract with a partner outside the homeland.
Gladly, the investment was well worth it since Tom-Tech almost doubled their yearly revenue in the next two years and signed their first long term contract with a partner outside the homeland.
THE CONCLUSION
Tom-Tech went all the way from a local traditional company to a global industrial company with a bold brand. Since they branded every little detail, it is easy to notice them wherever they appear.
The process was well thought from the early stage which enabled good implementation of the new brand in stages. The transition was relatively easy and pleasant for everyone included. By now, a few years after the rebranding, they built good brand awareness locally and globally within their niche.
Due to a great increase in demand for Tom Tech’s products they are currently building a new production hall – 4-times the size of the existing one.
The process was well thought from the early stage which enabled good implementation of the new brand in stages. The transition was relatively easy and pleasant for everyone included. By now, a few years after the rebranding, they built good brand awareness locally and globally within their niche.
Due to a great increase in demand for Tom Tech’s products they are currently building a new production hall – 4-times the size of the existing one.
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