As a full IT system integrator specializing in the digitization of companies and organizations, Tobania’s own digital presence and its perception play a key role in the company’s profile as a dynamic player on the market.

Living Stone was given frequent access that summer to executive management to identify the key rationales driving both companies to merge, as well as its new business strategy. Why do this? How is the market changing and what are its challenges and opportunities? What are we trying to achieve?

These sessions and internal workshops produced answers that helped identify huge changes in the digital world:

Growing digitization of business and personal lives through consumer mobile, cloud, social media and the ‘Internet of Things’ requiring companies to include these new capabilities in their business model
Need for more IT agility and adaptive sourcing strategies involving ICT providers that offer flexible, hybrid solutions in all domains of every business
Local development factories to increase the quality and availability of businesses’ development capacities
New talent specialized in user experience, data analytics and intelligent customer support that result in successful outcomes of new digital solutions

The combined ICT powerhouse uniquely helps customers accommodate change, the pivotal factor and keyword driving these trends that mandate companies more rapidly design, build and configure new digital enterprise solutions that improve their business performance and quality of service.

With this purpose established, Living Stone assessed both companies’ current positioning and communications to learn how each was perceived. A benchmark of regionally competitive companies was conducted revealing a landscape of organizations positioned as ICT companies with a late 1990s air on the one hand, and digital innovators adapted to changing, digital market needs on the other. Most visual identities appeared designed for print media, backward-fi t into today’s tablets and smartphones heavily used by the business community today.

Nearly all appeared ‘stilted’ on-screen; not ideally-suited to the aspect ratio of trim digital devices. The new company’s image had to break from that. It was designed for digital first: a name that represents a digital community rather than an ICT company, a color palette selected on-screen and translated to print inks afterwards, design formats fitted for lean digital publishing and an up-to-date, active strapline message.

Put digital to work
Other tactics included developing all necessary communications and PR support for the formal launch along with tools for internal presentations and external sales efforts. Each focused on Tobania being uniquely qualifi ed to ‘put digital to work’ addressing the next ICT trends. The name, type, corporate colors and layout said it strongly.

“The merger was an incredible opportunity to create a totally new brand from scratch,” says Lode Peeters, Tobania’s CEO. “Living Stone researched and positioned Tobania’s values and culture in media tools that clearly showed we’re not just another traditional IT company. Their efforts were the foundation for everything that followed, from the distinctive logo to sharp messaging using digital B2B communications across multiple channels.”

At the core of Tobania’s identity are two graphical elements: the “cyan dash” and the “violet bend.” Both symbolize aspects they want to blend together in creating a digital enterprise. The right partner can help you find your path in the digital world. A partner who understands how you think, and knows how to use technology to create change. A partner who offers certainty when it comes to delivering improved outcomes. An expert in digital solutions, designed and sustained by smart people.

Graphics on clothing and gadgets are made simple, stylish and smart.
The Tobania mark is used in white on black.