Mr B & Friends harnesses butterfly effect to set newly hatched IT business on its journey to growth

May 4, 2022

Bristol-based consultancy Mr B & Friends has created the distinctive branding for a new cyber security and Cloud IT specialist formed by bringing together two established businesses in the sector.

Kocho is the new name for managed services provider TIG and identity and cyber security experts ThirdSpace. 

The move follows TiG’s acquisition of ThirdSpace, backed with £8m from private equity house BGF, which said the companies had come together to harness the benefits of their separate strengths.

As a result, Kocho – which employs 210 people in London and Cardiff – is a leading provider specialist for Microsoft Security and Cloud technology which can help ambitious companies to transform and grow in a sustainable and secure manner.

Mr B & Friends created the new brand with transformation front of mind. The name ‘Kocho’ originates from the Japanese word for butterfly and the brand features a crest-like butterfly symbol with a central star symbolising the transformation and protection the new business provides its clients. 

The brand positioning is anchored by an organising thought of ‘Become greater’ and demonstrates how Kocho enables every client, colleague, and partner to flourish, said the agency.

As Kocho operates in a sector with some established players, it was vital to develop a brand that was distinctive and had clarity at its core.

All aspects of the branding system – from iconography, type, colour, photography and moving image – lead back to the strategy and organising thought, according to Mr B & Friends.

The design system features a series of illustrated patterns and ever-changing shapes which highlight the fluid motion of wings, while the tone of voice captures the humility and confidence in Kocho’s ability to deliver greatness and commercial impact at both enterprise and mid-market level businesses across the UK and beyond, it added. 

Mr B & Friends executive creative director Steve Richardson said ‘Becoming greater’ emerged as the statement of intent from the agency’s workshops with the client team.

“The identity and tone of the brand had to stand for this, but also stand apart from its competitive set,” he added.

“What client doesn’t want to be greater today than yesterday? A big thanks to the brave client team, who embraced this bold approach from the get-go.”

As part of the brand relaunch, Mr B & Friends worked with ‘lightbombing’ artist Sola on a light art launch film, which used pixel stick light typography as well as real time generation of light art in a studio and in cityscapes.

Kocho director of marketing Gareth Rees Jones said: “Mr B & Friends really captured the vision that we were trying to achieve.

“The new brand celebrates our people, our expertise and the outcomes that we achieve for our clients. We’re delighted to be launching our new combined business under the Kocho brand.”

Mr B & Friends was founded in Bath in 2006 by CEO Simon Barbato and relocated to Bristol in 2017.

Its high-profile work in and around the city includes the redesign of Bristol City FC’s crest, the rebranding of Bristol Rugby as Bristol Bears and a distinctive identity for Bristol & Weston Hospitals Charity, which was formed last October from the merger of Above & Beyond and Weston Area Charitable Trust.

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