Trivecs (pronounced “TRY-vecs”) is a marketing agency based in Quezon City, Philippines that specializes in marketing and activations projects, events planning, and manpower services for consumer goods brands.

Founded in 1997, its past and present clients range from local names like NutriAsia (the company behind UFC and Datu Puti), Purefoods and Universal Robina to international powerhouses like Coca-Cola, Nestlé and Kraft.

To mark its 25th anniversary in business, I was approached by the agency to help strengthen its brand presence as it begins to recover from the pandemic’s effects on its business operations by giving its brand identity a refresh.

Approach

A Tried and True Evolution

Launched in 2015, the first iteration of Trivecs’ current brand mark and identity was originally designed to be a sleek, minimalist and buttoned-up take on corporate design that diverges from the flashy aesthetic of its competitors.

However, based on both a brand audit and internal feedback in the years since, the agency needed to evolve its brand identity by injecting a livelier and more expressive energy into the buttoned-up simplicity of its original design.

Logotype

A Triumph for Positive Outcomes

The Trivecs “T” icon embodies the company’s commitment to helping bring brands to people and achieve the best outcomes possible, with consumer feedback and engagement front and center.

Identity

A Triumphant Glow Up

The refreshed Trivecs visual identity starts with an updated take on the agency’s brand mark. While the design remains largely unchanged, it has been given small tweaks for better performance at small sizes.

The rest of the identity has been rethought from the ground up to further define and differentiate Trivecs’ brand voice. The new toolkit includes two new main typefaces, a brighter brand color, an expanded color palette and a colorful key visual.

Key Visual

A Thirst for Disruption

Marketing is about creating the kind of brand awareness that disrupts the market and gets people talking. Throughout the identity, the lines in the icon are transformed into an adaptive, colorful visual inspired by glitch art, fireworks and astronomy.