NTT Data

Sometimes branding isn’t about starting again or ripping it up. It’s about making what you already have scale.

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That was the job with Tangity. We needed a brand story that could be told by hundreds of employees quickly and easily. It meant doubling down on three things: a simple, memorable narrative; a clear style guide for icons, imagery and illustration; and a suite of assets that would keep presentations visually consistent, no matter who was building or presenting them.

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We started by defining a more compelling, single-minded narrative for Tangity. Instead of positioning them as a separate “creative” entity to NTT, we leaned into NTT as their biggest strength – a company that’s been building the world’s communications infrastructure for over 100 years. With that engineering legacy and a track record of solving complex problems through technology,  Tangity sat between the dirty messy work and the polished UI.

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Very few agencies can claim that level of robust design. So that tension between brute and beauty became our visual hook: a juxtaposition of slick end-user imagery with back-end, steel-toed rawness.

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