Teciem

TCM the business line. Teciem the global brand.

Brand strategy
Naming  |  Positioning & Purpose  
Visual Identity  |  Brand Guidelines

Digital
UX & UI Design  |  Bespoke Digital Design System
Global Launch Presentation  |  Artwork &
Production Management Multi-format Animations
In-house UK-based Development Team

The Brief

With the imminent sale of Finastra’s Treasury & Capital Markets business (TCM) to Apax partners our role was to find a name that instantly captured and communicated the evolution of this specialist business line into a global brand – from day one.

Our Response

Naming a company is no easy task. You could easily think at first glance that this name is the simplest of solutions.

One of 1,300 contenders, names had to meet a stringent list of criteria – many did – but there was always only one for us that stood out from the crowd right from the first round of names presented.

Affectionately known as – and widely recognised as ‘TCM’, becoming Teciem enabled internal teams worldwide to start a new venture – but to continue their existing narrative. An acronym that once stood for ‘Treasury and Capital Markets’ would now phonetically run through the new name, narrative and organisational DNA.