TDS stands for ‘Time, Data & Security’ Systems. The company is a leading specialist in integrated security access systems and has enjoyed exponential growth during the past fifteen years.
TDS sophisticated systems are installed and supported in airports, universities, government buildings, pharmaceutical plants and other corporate facilities throughout Europe. But sometimes success comes at a price – the rate of growth meant the brand hierarchy had not kept pace, leading to confused brand architecture and a lack of clarity in the relationship between products and services.
A package that would strengthen the brand image and carry the company forward successfully into its next evolution of growth.
We recommended a marriage of man and machine, of technology and people; a collective of people with brains and hearts working in unison. Technology is key to TDS – we brought this to the fore in the new brand identity and communications package, which is fresh and modern. The brand proposition ‘Secure Access for Everyone’ is firm but inclusive.
We made TDS people prominent in the brand strategy and communications package, emphasising that it is not a faceless security technology company. We also commissioned illustrations of high profile sites secured by TDS – including Trinity College Dublin, Houses of Parliament and T2 at Dublin Airport – to act as a subtle reference to the brands TDS protect.
In working for TDS, we worked to their strengths by utilising ours.