Founded in 1997, TRSb was initially an IT service company specializing in infrastructure management. Over the years, the group expanded its range of expertise through internal growth or acquisitions. As a result, several brands with very different identities coexisted, leading to complexities in managing communication both internally and externally.

The group has tasked us with enhancing the consistency of the brand image by reworking the group’s identity and its communication materials (website, brochure, video...).

A new name with character

After conducting a competitive analysis and reviewing the existing communication, we recommended creating a new name for several reasons. First, the group’s name was associated with only one activity in the minds of the target audience and employees. Second, we rarely recommend acronyms, as they require explanation and are difficult to remember. After shortlisting name ideas for legal verification, the chosen name was "Lùkla," the name of a staging point and preparation area for travelers visiting the Himalayas. The tagline emphasizes a long-term partnership approach, rather than that of a simple service provider.

A dynamic visual identity

The brand logo, composed of several transparent connecting lines, symbolizes collective progress. It can be interpreted as a staircase, a mountain, and various stages. The colors lighten as one ascends, symbolizing the path to success and a bright future. Distinctive and recognizable, the lines also inspire the creation of other unique graphic elements for the new brochure and website: icons, diagrams, and a background pattern incorporating photos. The italic typography symbolizes the group’s dynamism and forward-looking vision. The warm, digital gradient colors evoke the progression towards light.

An inspiring reveal video

The goal was to present this new strategy and brand to all employees in a convincing way, fostering unity around a clear vision and making it easier for them to adopt. We therefore created a brand book gathering all the strategic and creative fundamentals of Lùkla, as well as a motion design "reveal" video to fully bring the new visual identity to life and explore all its possibilities. The lines of the logo animate to tell the group’s story, convey its purpose and values, and introduce the new offerings.