Brand consistency on a global scale
Maintaining brand consistency on a global scale was proving difficult.
Canva Brand Toolkit and The Brand System.
An efficient way to create professional branded collateral internally.
Tubestream is an online supply chain management platform from Marubeni Itochu Tubulars Oceana (MITO), the region’s leading supplier of tubular products for the resources and energy industries.
The innovative platform is a reasonably new product to market, so there is a strong impetus to develop awareness and recognition, while also leveraging MITO’s well-established brand and reputation.
Tubestrean brings efficiency and accuracy to inventory management by digitising inventory processes and acting as a single source of truth for procurement teams. By using the platform, Tubestream clients are able to reduce their total cost of ownership through improved planning and purchasing management, thereby reducing the amount of unnecessary contingencies, program disruptions and processing errors.
Because Tubestream is a global platform, brand consistency is of the utmost importance. However, accomplishing this on a global scale was proving difficult, with no single point of reference available to inform design and branding decisions. At the same time, MITO was in need of a refreshed suite of professional collateral for tenders and was also considering a complete design overall, a significant investment that would be undermined if not applied consistently.
ALYKA identified a number of measures to help MITO overcome the challenges they were facing.
Canva Brand ToolkitFirst, we worked alongside MITO to develop a suite of templated collateral that the client could use internally. A Canva Brand Toolkit project begins with our team creating a brand kit within Canva that sets out clear visual branding guidelines around the use of logos, colours and fonts. Then, our designers created content templates, our copywriters provided written content, and the finished assets were all delivered in a clean folder structure, enabling MITO to efficiently create professional collateral internally.
The suite included:
- Case studies and testimonials
- Product sheets
- Presentation slides
The Brand System
Second, we built a comprehensive Brand System using Figma. A Brand System is a holistic document that provides guidelines around a broad set of brand elements. It also outlines rules and standards around visual branding and the use of web components. The Brand System we prepared for Tubestream addressed the brand’s core identity, including tone of voice, values and overall brand purpose, creating an all-encompassing framework for understanding and implementing Tubestream’s brand strategy. The Brand System is used organisation-wide to ensure brand consistency is achieved.
By becoming an authoritative reference on Tubestream’s brand, our solution empowered MITO to regain control of their global brand image with ease and convenience. The Canva Brand Toolkit has enabled the client’s team members to produce and design content and marketing collateral with consistent branding via custom-made templates, while the Brand System has supported Tubestream’s overall strategic direction and brand positioning.
- A consistent brand across the globe
- An efficient way to produce branded, professional collateral in-house.