Tribal Group

A new visual identity for a global software provider
Tribal Logo


The client wanted a new visual identity to align all areas of it’s education software business across all markets. Having grown through acquisition, there were many fragmented styles of branding in use, and a culture of silo-ed working had started to emerge. The rebrand needed to address this and promote unity across global locations.


Collaboration was key to addressing the culture of the business and getting a wide understanding of global needs. The rebranding process started with internal focus groups, and was supported by customer surveys across markets to gain insight into what “Tribal” was to those who were a part of its business.

Using the information and insight gained, I worked up three design concepts, focusing on global education and community. In order for the new brand to be successful across geographies, I really embraced education stereotypes in a positive way to aide instant recognition and understanding. The owl became a figurehead of the new branding in a very natural and organic way. The owl imagery gained early support from key stakeholders across the business and I was able to carry this through into different styles which reflected the company as pioneering and trustworthy in its field.

A preference was given towards a design-intensive, but stand-out visual identity, that would set the company apart from the competitors in a very bold and striking way.

The visual identity is now in use, and has been used across websites, events, marketing collateral and social media.

READ MY BLOG - Re-branding a glocal softare company from the inside
Tribal Concepts

After initial consultations and focus groups, I analysed the feedback and created three initial concepts for feedback. Each concept took a different graphical style to reflect key stakeholder requirements. I wanted to give a “corporate” identity, a “contemporary” identity and an “on trend” identity for consideration as at the time of design, the company’s objectives and mission statement was still being decided.


The colour palette was considerably reduced and optimised to give a sense of unity to the business and promote consistency in all brand assets.

Tribal Business card

The owl imagery gained huge buy-in at the top level of the business. It stood for education, trust, wisdom and heritage – all things the client felt were strong messages for its branding. I focused on the owl imagery as lead images for the visual identity.

Stationery Mock Up
Double Page Ad

The final part of the project was to formalise the chosen visual identity into funtional brand guidelines and produce a set of materials which could be put into use by staff across the business including PPT templates, Word template, branded stationery, business cards and event stands.

tribal web
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