TQA is an international technology services and consultancy specializing in automation, AI, and data. As part of a name change to differentiate from founding investment partner Tquila, we assisted TQA with advisement and creation of a comprehensive brand strategy, messaging system, and visual identity refinement.
Scope of Work
- Brand strategy
- Messaging
- Brand refinement
- Web
One of the key objectives of our engagement with TQA was to transition language from that of service provider to that of a consulting partner for transformational business change. With this transition we were tasked with creating high-level messaging and mission & value statements to build internal coherence with team members. We gathered research and conducted a variety of internal surveys and working sessions to establish a firm foundation to build from.
TQA’s current value offering is based on AI, automation, data services, and digital experience. Rather than replacing human workers, TQA seeks to augment productivity by augmenting repetitive tasks and providing better information. Our messaging system reflects this desire to augment or supercharge human workers with language that leans heavily into speed, futurism, and (vaguely) sci-fi.
We reworked the existing logo and marks to provide improvement in legibility and scaling. Color palette and typography were revamped to provide more structure, improved hierarchy, and allow for more choices within the system. We coupled this with various patterns and a photographic style guide that would capture the visual feeling of tech, but without actually depicting it.