Tech Tribes
A collective of digital experts
Tech Tribes brings companies together, but its parent brand was only a legal vehicle. We gave the entity a strategy, a verbal identity, a visual identity built around a disconnected 'T' and a photography style that shows how people really work.
The story behind the work
What was the challenge?
Tech Tribes is a cross-pollination of companies. Complementary thinkers and doers form multidisciplinary teams that tackle complex technical challenges and help clients in all phases of their digitalisation, from software development to hybrid data centres. The parent brand was just a legal vehicle back then, so the entity needed a brand of its own, with a personality and a story. It also had to stand apart from the average lookalike tech website. And once the brand was defined, Tech Tribes needed the guidelines and tools to communicate its identity independently.
What choices did we make?
We started in the brandscape and defined the onliness statement. On that foundation we built the verbal identity: brand personality, story and architecture. The name stayed. We refreshed the tagline and the nominator to reflect the essence better. Tech Tribes builds every solution custom, from start to finish, and sticks to no ready-to-use templates. The disconnection in the 'T' stands for that dedication, and it returns in the icons. In the photography we chose harsh shadows and saturated colours, because the office should feel like a second home, where relaxation and energy coexist. As designer Dirk Zwaneveld puts it: we always try to see things in a different light.
What did we create?
We made the onliness statement, the brand personality, the story and the architecture, plus a refreshed tagline and nominator. The visual identity has a 'T' with a disconnection, matching icons and a grid element that places the 'T' over images and arranges the small pieces into a mosaic. Our designers drew up a first website template, which the Tech Tribes team develops further itself. We bundled everything in a set of guidelines and crafted the must-have applications, from necessary paperwork to digital deliverables. The photography shows genuine smiles, enthusiastic poses, diverse clothing styles, empty glasses, quirky mugs and bare feet. We asked for no tidying up.