2010 REBRAND 100 Winners > notable|
Industry: Professional Services
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Industry Setting - TriNet serves as a trusted HR partner to small businesses throughout North America. TriNet’s technology specializes in helping businesses reach their goals and become destinations for top talent, enabling them to compete successfully with larger, more established organizations.
Challenge - The catalyst for the new visual identity was the June 2009 acquisition of Florida-based Gevity. The company needed a new visual identity to better align with the combined companies’ business strategy and to signal the new TriNet to their clients.
Strategy - Interbrand's brand strategy resulted in a brand idea that focuses on the end benefit that TriNet provides to its clients. TriNet takes on the HR responsibilities for their client’s business and their clients focus on what they do best. Ultimately, TriNet is in the business of helping their clients realize their ambitions. This idea actively distinguishes them from their competition.
TriNet’s new wingmark symbol is a representation of the company’s new tagline ‘Ambitions realized.’ The unique symbol shows forward movement and progress in TriNet’s business and its clients. It also embodies the company’s brand personality of being “driven” while still being attentive to the needs of its clients.
Result - The new identity was launched in September 2009 and was immediately embraced by a usually skeptical sales team. The identity was launched with an ad campaign targeting new clients prior to the start of the New Year.
Client: TriNet - www.trinet.com
Brand Strategists/Designers: Interbrand - www.interbrand.com
Strategy: Richard Ward, Helen Gould
Creative Director: Kurt Munger
Designers: Shahin Edalati, Sylvia Vaquer, Noriko Ohori, Alan Lum