Togetha Group: Branding an Atlassian Solution Partner

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Togetha Group

Brand naming, strategy and identity design for an Atlassian Solutions and Training Partner specialist in Australia.

Togetha Group (originally called Know Business) is an Atlassian Solutions and Training Partner. They are experts at implementing and configuring Atlassian software for organisations so people can work more effectively together as a team. We were approached to evaluate Know Business with the objective of creating a new brand name and identity to help them compete effectively against numerous competitors.

See the case history at Propella®

What is Atlassian?

Atlassian is a multi-billion dollar global developer of software which help people in organisations work more effectively across projects as a team. Their products (which include Jira, Trello, Confluence and Bitbucket) are distributed and customised to suit the requirements of these organisations through a worldwide community of independently operated businesses known as Atlassian Solutions Partners. To become a partner you must be accredited by Atlassian and the more sales you make enables you to achieve higher levels of accreditation.

Changing the brand name from Know Business

The original brand name, Know Business was a verbal pun which only worked when read as opposed to being spoken. Whilst it had some equity with existing customers it did not communicate what they did as a solution partner and was not adding much value or driving the business. We decided to centre our naming exploration on the sense of community and teamwork created by using Atlassian products and what they helped people actually do — which was to help people work better together. We switched the ‘er’ to an ‘a’ — a subtle reference to Atlassian and presented the new name ‘Togetha’ along with the tag-line and strategy “Work Better Togetha”.

Helping people work better ‘Togetha’

Once we had the name, we explored logo design concepts. Our competitive review revealed a plethora of ‘techie’ logos and other similar clichés. Our solution stylised the two lower case ‘t’s’ within Togetha to suggest two people, as if they were working together side by side. As a bonus this device also suggests IT (as in Information Technology). We adapted our new T icon to develop advertising and promotional material across brand and digital communications. Launched in April of 2022 we are looking forward to seeing the results of our work which has already received a tremendous amount of enthusiastic feedback the Togetha team, suppliers, associates and clients, as well as Atlassian too.