Tribal – working as one to bring people together under one brand

Tribal Group plc is a leading provider of technology systems and services to education sectors around the world. A company that's grown and transformed through acquisitions.

Tribal is a very product and service focused B2B business whose growth has had just as many painful as well as successful moments. So when we were asked to simply refresh the brand identity, we saw an opportunity to do much than just tweak a logo.

Tribal, through both design and acquisition, is a group of teams focused around their own product lines or sectors. We saw the re-brand as a way of uniting everyone. Not only to create a deeper emotional bond internally but to help drive efficiencies and cross selling opportunities.

Externally Tribal's portfolio is very diverse, operating across very different buying points within the educational sector. Some customers know tribal only through one product brand while others know them for a wider product portfolio. We  wanted to find to unite all the products and cuustomers - to pull together their diverse portfolio and with it a diverse range of customers.

Our solution

The approach we took was to create a master brand, to build a common visual language for their sub-brands and unite everything around one simple unifying message - Working as one. This message worked internally and externally, across sales lines and different markets.

To create a even deeper emotional connection we developed a visual identity that reflected the concept of working as one. This blended visual treatment created a warmth as well as a distinct unifying feel to their brand.

How they looked before to the refresh...


How they looked after the refresh...