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.
