Brand Identity
STRATEGY, COMMS, CONTENT, DESIGN, ANIMATION & TONE OF VOICE
Business, reimagined.
True is a specialist retail private equity firm that really doesn’t like the term ‘private equity’. A qualified B Corp, their approach is to build businesses better — putting people and planet before profit.
With a unique business model that brings together brands at the forefront of consumer behaviour change — startups, companies seeking private equity, innovation partnerships with huge multinationals and companies driving the latest tech innovation — True has been revolutionary in their approach to building business, but had been conservative with their brand.
It was rigid, impersonal and completely unlike the company’s founders or their vision. The brand had played it safe for too long — and with their success proven, they wanted a brand and comms that not only reflected their vision, but also the vision of the entrepreneurs, founders and businesses they represented and wanted to attract.
Before
After
Evolving the identity and comms meant more than a simple facelift — we first set out to articulate True’s purpose and place in the world with our tried and tested 5Ps process.
Besides building a brand that was more reflective of True’s dynamism and retail specialism, we also wanted to create something that stood apart from other businesses in the growth and private equity space — one that was human, friendly and supported the stellar, purpose-driven brands in its portfolio.
The logo was constructed to be a window to other brands. True’s mission is all about building business in the right way — and while the brand personality is key to representing True itself, it was vital that it played well with all the other brands it worked with.
This simple window concept meant that True could connect with and show off its retail portfolio while maintaining its own identity.
Showcase Reel
Founder Films
Part of the brand’s wider launch was finding a way to land True’s proposition and purpose. Throughout the branding process, we were struck by the level of praise received from the people and companies that worked with True. We realised that, rather than simply have True lay out their new brand and approach, we could make the message resonate more by seeing others say what it’s like to work with True: the founders and businesses they’ve helped to grow.
This idea formed the basis of a series of films — from talking about True’s restated mission and its unique approach to business, to its newly-monikered Innovation team and the difference they can make to founders looking to grow their business.
Business Reimagined
“What you have accomplished is nothing short of incredible — a significant stride forward for our business. This is entirely down to your talent, enthusiasm, courage and creativity. So thank you.”
— Matt Truman, Executive Chair & Co-Founder, True
True’s new online home
We worked with the incredible team at Curious Ways to create a media-rich, motion-oriented website designed to live, breathe and grow alongside True's stellar portfolio.
We redesigned the site from the ground up — with new content and tone of voice, along with a fresh approach to showing off the people and personalities behind True.
Before
After
Before
After
Packed with personality, the site is more reflective of the people who make True what it is today. It’s a huge step away from the serious, impersonal site of the past — without skimping on the gravitas and experience of the team, and what True as a company has to offer.
“Awesome stuff. I feel very proud. Thank you most of all for the passion, heart and soul you have put into this. It shone through so clearly and had a massive impact on how it landed.”
— Paul Cocker, CEO & Co-Founder, True
Merchandise
Naturally, everyone’s favourite part of a rebrand is the merch, and this one didn’t disappoint. The bright pastels and warm gradients lent themselves well to the full range of launch merchandise — in addition the brand assets were used as the basis for creating True House — True’s new HQ in Victoria, London.
Guidelines
A comprehensive set of digital guidelines accompanied the brand, complete with myriad presentation templates and access to all brand assets for True staff. This includes guidance for design and language across all social platforms, reinvigorating how the team talks about True.
Taking True into the future
The entire branding work completely overhauled True’s approach to its comms. It’s the guiding force behind all its activity, as well as how it communicates on social, and even down to how they hire new members of the team.
As part of the ongoing brand work we developed a comprehensive 12-month comms plan that included launch and ongoing activity to keep both employees, founders, C-Suite execs and potential future partners involved and engaged as True continues on its mission to reimagine business.