2016
Brand refresh
Toll
Challenges
The Toll Group provides global logistics services, operating a network of 1,200 sites across more than 50 countries throughout the world. With an Asia-Pacific focus, they provide their customers with a truly global reach - connecting product with possibilities.
The Toll Group brand had entered a transitionary phase, with a need to introduce some flexibility to the style guide and how the brand was applied.
The brand refresh needed to introduce elements that could be responsive to the needs of diverse business units across the group whilst still maintaining a ‘One Toll’ commonality.
Strategy
Taking a design thinking approach, working through the stages of Discover, Define, Ideate, Make and Grow, the aim was to define and understand the challenge in order to develop the best solution.
During the 'discover' and 'define' stages of the brief, we consulted with key stakeholders across the Toll business through a series of workshops, surveys, phone interviews and collateral audits to understand the complexities and needs of the organisation.
This allowed Grindstone to develop an in-depth understanding of the issues faced by those working with the brand each day. These insights helped form the relevant creative outcomes in the ideation and making phases.
Outcomes
Grindstone’s design and brand strategy experts developed a coordinated solution for Toll’s group communication team, allowing them to extend and refresh the brand expression and ensure its consistent application globally.
Drawing on the insights from the workshops and research, Grindstone took creative cues from the need to reflect Toll’s innovation, customer focus, global reach and the power of their people.
This took the form of a dynamic new tri-state ribbon device, extended colour palette, new typography and a considered approach to photography. It also introduced some key messaging and brand positioning that could be extended from internal communications to customer-facing campaigns. Supporting this was an updated style guide, revised layout of the Toll Today magazine, presentation and email templates and an internal campaign strategy guide.
The result was a collection of fresh, contemporary, customer focused and digital friendly brand applications that can be consistently rolled out across the global business units of Toll.
Services
- Strategic Workshops
- Brand Style Guide
- Brand Devices
- Design
- Icon Design
- Template Design
