THE TRANZQUAL BRAND JOURNEY

Decision Time

For some years The NZ Road Transport and Logistics Industry Training Organisation (now called Tranzqual ITO) had suspected it’s long name may be causing problems, especially when it came to marketing and communication. The general brand image had also been in question. Cluster was asked in for some advice and a decision was made to address a number of brand issues.

Brand Analysis

Cluster was commissioned to carry out a Brand Audit and to conduct Brand Workshop discussions with staff, training providers and industry assessors. The results indicated that specific changes were needed, especially a better name:

“There were some very good reasons for the re-branding of the ITO. The most obvious is that the old title had too many words, making it difficult to say on the phone, difficult to abbreviate and difficult to provide clarity as to what we do as an organisation.” Graeme Talbot, Chief Executive Officer.

Cluster conducted a naming process, producing options with clear business rationale. The clear winner was Tranzqual ITO.

New Logo

After considering extensive design options, a new logo was born. It contains an icon made up of a road and a fern, re-enforcing the organisation’s position as a New Zealand standards setting body. A small descriptor line sits beneath to clarify this.

Brand Design

Cluster carried on designing new collateral to ensure better information-navigation by customers. Brand guidelines have also been produced to ensure brand consistency and easier production. Cluster’s experience with brand guidelines ensures that they are not so much constraints as they are inspiration. The design of the new website was one example:

“Re-branding has provided an excellent opportunity for us to lift the quality of the resources we provide in support of industry training, and through the restructuring of our website.” Graeme Talbot, Chief Executive Officer.

Through the process of graphic design, Cluster simplified the industry sectors into four main areas by using appropriate naming and colour coding. This has improved customers’ mental picture of the scope of services. Cluster has not only provided aesthetically pleasing design but also tangible brand improvements,

“It is big change but one that we are confident about.” Graeme Talbot, Chief Executive Officer.