Saving the world from IT monsters
Technology is the biggest accelerator of business change and growth. This can create endless opportunities and possibilities. But, in reality, IT is getting more complex every day – and companies can’t manage their exponential need for new tech. We joined True on their mission to save the world from IT monsters.
True was founded as a managed hosting provider for websites, webshops and web applications. In 2013, True was acquired by investment company Broad Horizon, joining digital workplace hosters Multrix and Open4Support.
In 2017, we teamed up with their leadership and strategist Francien Hohmann to research the impact of uniting all three companies under one business strategy.
Based on strategic sessions and in-depth interviews with all stakeholders, we discovered that the brand and company culture of True had the strongest potential to bring this new business to life.
To integrate all businesses under one brand, we connected all activities and company cultures behind a universal mission: Saving the world from IT monsters.
In a world where IT is becoming ever-more important yet ever-more complex, True helps companies design, run and transform their IT systems into an accelerator for growth and innovation. In the process, they hunt down and eliminate any ‘IT monsters’ they find.
This purpose captures what drives True as a brand, and what makes them radically meaningful. Not only to their clients, but to their employees. And to the world we live in.
We redesigned True’s strategy and story from the ground up, updating their identity and digital platform as we went.
The True logo and E-mark was redesigned in 2009 by our Creative Director Laurens Franssen. Ever since, it’s been recognised as an icon of the IT industry in The Netherlands. We re-examined its usage to create clear guidelines for all applications.
To emphasise the wealth of people that defines the brand’s culture and holistic approach to IT, we designed a rich and vibrant colour palette – giving each colour a custom name to add extra character.
The DIN typeface has been a signature element of True’s identity since 2009. We simplified the usage of this family to add consistency and impact to every touchpoint.
We teamed up with Patswerk to create a striking illustration style. The illustrations are used to make complex topics and information brutally simple. The isometric style give the illustrations a technical look and feel, while emphasising the building blocks of their solutions. The illustrations are deliberately tongue-in-cheek, reflecting their brand culture in a characteristically irreverent way.
To capture the company’s human-focussed culture, all photography appears as snapshots from everyday life. This underlines the authenticity of the brand and spotlights the real people behind it.
We designed a graphic system which is extremely flexible, effortlessly easy to use, and adaptable to any canvas or application. The system ensures a consistent brand image across all communications.
The website is designed and built on a modular system. This means that new pages can be built with thoroughly thought-through components, maintaining cohesion across the entire website – from the layout, typography, and icons, to the UI elements and visual content. This modular system empowers Trueligans to further develop the website with their own in-house team.
Our partnership with Another Universe has been fundamental, for the way we reframed our business and organisation. Through great collaboration with our teams, we unlocked our true purpose and brought it to life with a dynamic identity and seamless experience across all touch points.
Olaf van Veen — Commercial Director
- Brand Strategy
- Creative Direction
- Art Direction
- UX Design
- UI Design
- Visual Design
- Motion Design