Building Brands, Transcending Business

Adding value to corporate brands

why we do what

we do

We love coming to work every morning knowing that our ideas will make a difference, we will get to work on a new problem, meet new people in new industries and see how we can create memorable transformation for them .

We love to see our

Ideas Trancend Businesses , People and Quality of life

• To develop powerful growth strategies for creating new brands or rejuvenating existing ones • To develop evocative brand names   • To rationalize brand portfolios and create robust, enduring architecture systems   • To create compelling and memorable visual brand identities   • To enable employees and stakeholders to understand and live the brand   • To provide companies with tools to manage their brands

Why clients see us

Who we are

Trancend|Orb is a specialist brand consulting & design studio managed by professionals who help you in

Transforming Ideas

What we do

Our methodology

Partial list of our clients

Strategy & Insight’s Clients

Partial list of our Brand Naming Clients

Tuesday, October 6, 2009 Sonarome

Project Scope for Sonarome

•  Brand strategy •  Vision, Mission & Value •  Brand Architecture •  New Category Development •  Brand Identity •  Brand Look and Feel •  Training of Brand Custodians

Mr. T.S Gulhati the chairman understood the need to repurpose the Sonarome brand to catalyze its growth potential and had placed his faith on Trancend to arrive at the new formula Of success. The brand project included developing a brand strategy, brand roadmap, naming system for its products, brand identity & brand design language. The elaborate stakeholder insight development process led Trancend to believe the core ingredient of Sonarome’s success was being a co-creator who knew exactly how the product & market will evolve for the client. This insight paved way for new brand positioning “ See Beyond”. Trancend developed a brand roadmap that had several recommendations to build the core ethos with a set of brand values to surge its partnership & thought leadership with all its stakeholders. This included several initiatives such as the Sonarome Center of Excellence, the Sonarome Academy of Senses, Sonarome IdeaSense Program & many more. These brand initiatives is already showing its positive signs with a new roster of clients such as Wrigley , Perfetti Van Mille and many others. Trancend also has developed a online platform for the growing new food entrepreneur’s , this Initiative will be launched shortly.

With a legacy of over 30 years, Sonarome is a leading manufacturer of high quality flavors and fragrances. Sonarome today supplies key flavor & fragrance to some of leading brands in India & 40 countries around the world. They range from food products like biscuits, dairy products, confectionery, extruded snacks & personal care. The global flavor and fragrance industry’s total demand for ingredients was an estimated $7.6 billion in 2011 and growing at a projected CAGR of 5.7% and much higher in India. With the F & F market being characterized by high barriers such as access to knowledge of local cravings, health & wellness, global fusions and sustainability its important for a provider brand to take cognizance and act.

Old & New Identity

Sonarome’s Brand Essence

SEE BEYOND

The essence of nature through collaboration

The shape of a flower created out of symmetrical overlapping petals carves out a drop of essence in its counter form. The identity talks about being inspired by nature and drawing out its essence in its most perfect form.

Tuesday, October 6, 2009 Minera Steel & Power

Project Scope for Minera (Formerly known as KMMI Steel)

•  Brand strategy •  Vision, Mission & Value •  Brand Naming •  Brand Architecture •  New Category Development •  Brand Identity •  Brand Look and Feel •  Training of Brand Custodians •  Developing a corporate film

With over three decades of mining experience, KMMI Steel was a major player in mining, sponge iron steel, power generation, agriculture and retail in India. Mr. Noor Ahmed popular and known face of Bellary confederation was keen forward integrate the multi dimensional businesses. The rebranding exercise with Trancend was commissioned because of the changing stakeholder relationships that existed in this highly competitive global business. The project included developing a brand strategy, brand naming system, seamless brand architecture , brand identity & brand design language. Minera Group is the new name that they adopted. The name Minera is inspired from the Arabic word Minaret and also mean’s the source in Italian.

The new brand identity comprises seamlessly forging links and reflects the idea of a strong bond & consistent performance. It is a representation of the close ties between its many stakeholders - from customers and employees to investors, institutions and the society at large. The simple logotype has been handcrafted sans serif letterforms communicating strength & stature. The rich tones blues connotes stability, scale and source credibility and the green depicts optimism and resources. Trancend is currently involved developing a brand strategy & naming for new category.

Tuesday, October 6, 2009 Wadhwani Foundation

Business Stationery for Wadhwani Foundation

Tuesday, October 6, 2009

Your team

Prathish Nair

Prathish is our Chief Business Architect. He is a passionate advocate who believes in creating path-breaking ideas to develop a compelling brand solution and business growth. He likes to break the boundaries, spot the opportunities and build brand experiences to reflect the vision of the businesses behind the brands.   With over fifteen years' experience of brand building and consumer work in many sectors and categories including FMCG, Banking, Corporate, Retail and many more that include Canara Bank, Ceat Tyres, Uninor, India First Insurance, Bengaluru International Airport, Nirmal Clear Oil, FifthGear, Minera Steel , Mantri Developers, Coconad and many ore.   Before joining Trancend|Orb , Prathish was the Head of Client Development at Ray+Keshavan|The Brand Union and in prior to that as Head Marketing at a Shopper Marketing & Retail Consulting Firm.   He graduated from School of Management , Pondicherry with a Masters degree in Marketing Management and has recently attended the “Building innovative brand’s” executive program by Stanford University Graduate School of Business. During his college days he was part of the Times of India Response Team to develop institutional sales of the daily.   When not travelling to on business, Prathish loves to experiment mixing different cuisines, or discussing the merits of an innovative idea that can improve the quality of life & business with his friends.  

Team Trancend|Orb

Jayanth Govindraj Jayanth, our Chief Insights Officer helps brands take the right decision through

thorough consumer insights. Passionate, perseverent and a perfectionist, Jayanth has taken brands from strength to strength over a career spanning 18 years, with a domain expertise in Branding, Advertising and Research across the WPP network, he has worked on diverse categories spanning Consumer Durables, Banking & Finance, Retail, Telecom, Airlines, FMCG and F&B, both in India and the Middle East.  Jayanth has an Engineering Degree in Electronics and Telecommunication, but found his true calling in the world of Advertising and Branding. Prior to joining Trancend, Jayanth was Head of Strategic Planning for Young & Rubicam, both at Muscat as well as UAE. In these assignments, he has played a pivotal role in business acquisition and organic expansion. He is adept in building and handling proprietary Brand Management tools. Other aspects of his business excellence include Knowledge Management, Mentoring and Training. He has rendered learning sessions on Advertising, Marketing & Branding to several educational institutions in India and the Middle East.  Being a cultural planner, Jayanth specializes in ethnography, loves to observe people, their culture, their values; trying to find how brands can fit into their lives.  When not doing business Jayanth loves to immerse himself in books, films, social media, Vedas, Upanishads, Indian mythology, Yoga which feeds his mind for the next big insight. trend and cultural code. 

Team Trancend|Orb

Poornima Burte

Poornima is an alumnus of the National Institute of Design with more than a decade of experience in the realm of strategic brand design. She has worked in the capacity of a design director with Ray+Keshavan/The Brand Union on some of the largest corporate brands in this country. Her portfolio consists of brand identity implementation exercises for the Tata Group, Airtel, Nutrine, Himalaya, Reliance-ADAG, Bank of Baroda, L&T Infotech, ACC, Nasscom to name a few. Currently is consults with Pidilite Industries & Coca Cola. Poornima brings to the table a unique process of systems design that finds reflection in her work on large-scale corporate identity projects, packaging, signage and way-finding as well as design for print and electronic media.

Team Trancend|Orb

Team Trancend|Orb – Our Design Leads

Kshitija Tendulkar Manasi Hardikar

Priyanka Bhadri Rukhmini Bhatia

Neha Patharkar

Thank You www.facebook.com/TrancendOrb

Your contact at Trancend

Prathish Nair prathish@trancendconsulting.com www.trancendconsulting.com www.trancendconsultingtalks.blogspot.com +91 98451 78092