Client MATTR
Sector Technology
Role Name, Brand positioning, strategy, platform architecture, storytelling, key messaging, values creation, employment brand, design identity, origination of iconography and infographics, photography, environmental branding, complete brand book
Simplifying the complex
The internet is broken. While we all know we have lost control of our own privacy and data via the platforms and apps we interact with each day, few could verbalise either the personal intrusions and violations this is causing and even fewer could begin to solve this massive global issue.
In February 2019, a new business was formed to help create the next generation of the internet: the web of trust. Funded as a stand-alone business unit of Spark NZ, New Zealand’s largest telecommunications and ICT provider, this new business found its first challenge was to position itself in a way that more people could understand and connect with its investor’s remit: ‘to develop positions of substance’.
Before naming and design could take place, Tricky developed full brand architecture. Rather than ‘scaffold’ the new business in jargon, our aim with that first project was to lay the strongest of foundations. This included the creation of a unique set of values, as well as a behavioural code for a growing staff.
Tricky continues to work closely with the expanded MATTR team across all touchpoints including the creation of a comprehensive brand bible, photography, iconography, website, environmental branding and even interior guidance.
Let's talk about your business.
We can shed some light on how your brand may be perceived.
One hour free consultation.