Project
Overview

Key Deliverables
Creative Partners

The Brief

Two years into their journey of delivering transformation expertise to SA business owners, there is clear appetite for Tradam’s services. But the brand was built on the fly and new business is heavily reliant on its founder’s network and charisma. The brand needs to start working for the business. It needs to provide clarity for Tradam’s staff and prospective clients. It needs to highlight its value and uniqueness in a way that makes its audience feel seen and safe. It needs to inspire a workplace culture that instils both belonging and boundaries for the young team.

It’s time for the Tradam brand to grow up.

Brand Strategy

One of the primary challenges Tradam Transformation faced was that people struggled with the pronunciation of their name, leading to initial confusion and a weak brand connection. The founders lacked confidence in their current brand messaging and collateral. We embarked on a comprehensive brand strategy to address these concerns and revitalise their brand presence.

We started by refining their brand name pronunciation and ensuring it was clear and memorable, creating a phonetic guide and incorporating it into their brand materials. To rebuild their brand confidence, we developed a robust brand persona and a cohesive verbal identity that aligned with their vision and values. 

We positioned them as boutique management consultancy specialising in commercial B-BBEE solutions and cemented their new brand idea of “Level up” which became their slogan. 

We create new storytelling narratives that articulated the value of their offering to their clients, such as who they are (their value system), what they do (a clear distillation and remodelling of their services), and who they do it for (the identity, desires & pain-points of their clients). 

Visual Identity

The Tradam design had to be proudly South African, aligning with their new tone of voice: Commanding, sharp & reassuring. It had to encapsulate the brand idea of “Level Up”. 

To achieve this, we created a brand icon featuring golden steps ascending, symbolising progress and growth. Our design anchored itself with rectangles and sharp lines to reflect their authoritative and precise tone of voice. The brand’s colour palette was dressed in Green and Gold, the iconic colours of the Springbok Rugby team, embodying national pride.

We kept the design simple yet impactful, using golden aspirational images of South African moments and landscapes to reflect their brand purpose of “Leave things better than we found them.” This visual approach underscores their optimism for the country’s future.

The essence of their new visual identity, particularly their logo and icon, is captured in the concept of “Confident Simplicity.” This redesign not only resonates with their core values but also positions Tradam Transformation as a brand that stands tall with national pride and a clear, aspirational vision for the future.

Website

    • Wireframe
    • Copywriting
    • UX & UI Design
    • WordPress Development
    • SEO
    • Monthly Maintenance

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