Paul Bangay
Revitalising an established practice
Creating a new name in work services
Tandem
TANDEM is an ingenious, fast moving workforce design and delivery company that makes bold ideas happen quickly and transforms the usual service outcomes of large businesses into brilliant experiences. Formerly ISGM, we renamed and rebranded the company with a meaningful brand shift, linking business vision and brand strategy – to become Tandem – a simple and memorable name that has immediate meaning and connection with the nature of their business.
We created a bold new brand identity and narrative, repositioned the business for a new growth era and developed the brand promise of ‘Exceptional Outcomes Simply Delivered’ that sits at the heart of all their communications. Core to the brand is the logotype with the dimensional icon framing the ‘and’ in Tandem, highlighting the partnerships they form to achieve brilliant outcomes and that they go ‘beyond’ in everything they do. (Project in collaboration with Chosen Strategy)
CHALLENGE
ISGM was a fast moving workforce design and delivery company that transformed the usual service outcomes of large businesses into great experiences. Unfortunately they had lost sight of what their name meant and stood for, along with an inconsistent narrative and a dated non premium brand.
SOLUTION
SML renamed and rebranded the company with a meaningful brand shift, linking business vision and brand strategy – to become Tandem
– a simple and memorable name that has immediate meaning and connection to their business. Core to the new brand identity is the logotype with the dimensional icon framing the ‘and’ in Tandem, highlighting the partnerships they form in business and we developed the brand promise of ‘Exceptional Outcomes Simply Delivered’ that sits at the heart of all their communications.
