Case Total Solutions Middle East

Making business services less complicated and more compelling

Total Solutions Middle East (TSME) offers compliance, corporate governance and HR services to the financial sector and corporates in the Middle East. Because of TSME’s rapid growth, its product and service portfolio had become very complicated. In fact, it was already causing confusion among their own employees, so how would TSME be able to explain its offering to its clients? As Total Solutions heavily relies on personal relations and face-to-face communication, it was hard for TSME’s employees to communicate the details and bring across the benefits. Only the CEO’s knew how to explain the service offering, but they realized that clarity was needed and therefore they approached Skyne to help untangle TSME’s services offering, to develop a clear brand strategy, and to create an aligned message and brand identity.

Client:
Total Solutions Middle East (TSME)

Challenge:
To help Total Solutions untangle their offering and to develop a clear brand strategy, message and identity

Result:

A clear brand strategy, messaging, aligned brand identity and communication tools.
Significant bigger market share.
Bigger companies interested in merger or collaboration.
Awarded Silver in the category ‘Best visual identity from professional services’, Transform Awards MENA 2018.

STRATEGY

Hassle-free market access and high-quality business support

Developing a clear strategy and proposition is done by finding the right market insight. Our research showed that one of the key obstacles to the growth of many companies is the lack of management skills among entrepreneurs. For them, outsourcing important aspects of their business is one of the options to consider, however it is hard to understand the ‘business language’ and finding the right partner to guide and provide them with the much-needed services. We untangled TSME’s services, created a clear and pragmatic solutions offering and developed the brand strategy which contained the following brand essence: “Hassle-free market access and high-quality business support.”

It becomes so much more easy with Total Solutions being your guide

CREATIVITY

It is easy to find your way (out)

In line with the company’s character and brand strategy, Skyne developed a matching and refreshing brand identity that clearly makes the company stand out in the market it serves.

By focusing on ‘being pragmatic, providing hassle-free market access, guiding (prospective) clients, making things easier’ we determined a maze would be the main logo-feature. To further explain: regardless the chaotic and difficult environment, Total Solutions will be always there and will help their clients finding their way out. The brand identity, including collaterals and guidelines, was further implemented in various communication tools.

RESULT

TSME in the limelight

Total Solutions Middle East (TSME) has implemented the new brand in all aspects of the organization. After the implementation, Total Solutions obtained a significantly bigger market share and the company gained a spot in the limelight of bigger companies who are interested in a collaboration or a potential merger. Furthermore, Skyne was asked to develop a digital strategy and social media guidelines to give direction to the company’s online performance.

This project has been executed in close cooperation with the client. Multiple co-creation sessions and workshops served as the foundation for a strategic shift from a product/service approach to an approach based on market segments.

“Skyne has done a superb job, and till today we carry the new brand and identity with pride and passion.”

As our company was growing and expanding, our service offerings allowed us to enter into various different industry sectors, which slowly but unavoidably led to a mismatch between our corporate identity and the services we offered in these new markets. We turned to Dennis de Rond and his team at Skyne to assist us and gave them a blank piece of paper, in order for them to start from scratch. That turned out to be a major success as their team developed a new identity that captured the very heart of our company: to deliver business support solutions ranging from complex compliance and risk management solutions to straight forward payroll administration. Developing a new identity is more than just designing a new logo: it’s the spirit from within and the thought rationale that are the main driving factors of it. Logo, colors, digital marketing strategy and communication designs are just functions of the philosophy behind it.

Jurry de Vries
– Managing Partner Total Solutions Middle East

How we helped TSME

communicate clearly

Research &;
Analysis

Brand assessment
Market analysis
Target audience research

Strategy &
Story

Brand strategy
Brand positioning
Brand story
Elevator pitch
Guiding principle

Concept &
Design

Brand identity design
Brand collateral design

Communication & sales tools design

Signage & Wayfinding design
Website design

Implementation &
Activation

Project management
Website development
Launch campaign

This project was awarded Silver in the Transform Awards MENA 2018 category ‘Best visual identity from professional services’

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