TRINET, REBRANDING AND IDENTITY
Background
TriNet outsources comprehensive Human Resources (HR) services to growing businesses. Its clients include venture-backed companies and a broad range of corporations. By the end of 1999, the business environment was changing. Around the same time, the company was integrating Internet tools and technology into its products and services. Its principals saw the opportunity to own a new category ahead of their competition.
Solution
To distinguish TriNet from its competitors, we created an entirely new marketing program to reflect an organization that is technology-based, yet has a strong human element. Along with rebranding the company, recreating its identity and redesigning its logo, we developed a tagline, brand standards manual, business system, marketing kit (folders, inserts and templates) and corporate brochure.
Results
The company has embraced the new image, adopted the new system, and has continued to use it successfully. The usage guidelines we provided create the capacity to extend the system independently while ensuring its continuity.