Handsome Brands – TGT Diagnostics

Handsome Brands rebrands TGT as part of business transformation project Simple, strong brand reflects TGT’s purpose to reveal ‘a greater truth’London, March 2019 – Over the last year, Handsome has been working with TGT, the category leader in through-barrier diagnostics for the oilfield services market to support one of the most radical business transformations in the sector. Handsome has carried out a full rebrand for TGT, reflecting TGT’s ingenuity and ambition, while also bringing simplicity and clarity to customers about TGT’s offerings and services.The previous brand failed to convey the company’s technological sophistication and product line in a clear and compelling way. Recognising this, TGT undertook an in-depth business transformation project to overhaul the brand, including re-defining the company’s product architecture in its quest to ‘reveal a greater truth’ for customers.Launch Animation: https://vimeo.com/319046887TGT’s diagnostics technology enables customers to see beyond the wellbore, turning unknown territory into valuable data and providing the truest picture of what is happening in and around their well. This enables them to spot and react to any potential problems before they cause issues, resulting in fewer closures and the associated financial costs.The rebrand turned the TGT business model on its head. It represents TGT’s new portfolio of products and diagnostics systems – True Flow and True Integrity – with circles and squares being used together with distinct colour palettes to create unique, identifiable patterns that represent the two product lines. Reflecting the behaviour of the well and the ever-shifting, dynamic environment, the nature of the pattern is unpredictable, individual and multi-layered. Building on from this, priority colours from each palette are used to signify the three main tiers of the brand system, namely Corporate, Products andSystems.“Handsome go beyond a typical brand agency. They understand the meaning of business and use brand strategy to help customers see the true value of what we do” said Ken Feather, Chief Marketing Officer at TGT. “Handsome helped us create a brand that truly reflects TGT’s ambition and ingenuity, and just like our diagnostics technology, reveals a greater truth.”“Branding in the oilfield services market is pretty bland and interchangeable – it’s hard to tell companies apart. TGT was keen to break this mould and we saw an opportunity to do something different and original,” said Ian Haughton, Founder and Creative Director at Handsome Brands. “In an industry that’s inherently complex, we needed to untangle the language and cut through the noise. We needed a new brand that was striking, simple and clean, in line with the simplicity of the new product architecture and offering. We’re particularly proud of the new verbal language and launch animation, they set the tone for TGT’s challenge to the rest of the industry to catch up.”