The Brief

In preparation for listing on the ASX and for expansion into SE Asia, we were asked to revisit and refresh the Trident brand. The mission was clearly defined with ASX listing preparation but the vision, values and brand attributes needed work.

The Approach

We conducted a series of workshops with key stakeholders to understand the business today, the aspirations for the short and longer-term future and to clarify the attributes that define the business. There was a lot of executive attachment to elements of the existing brand and our challenge was to retain and update these whilst modernising the brand.

We developed vision, values and brand attributes that did justice to the history of the business and provided a solid foundation for the future.

We introduced primary and secondary colour palettes, updated typography, established a style and base of images that would cut-through in their chosen markets and established the look & feel for print and digital applications.

The Results