TIO: A global rebrand collaboration

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Jordan Stachini

4 minutes


At co&co we are lucky enough to work with businesses all over the world. Working across multiple time zones can be a challenge, but we love what we do and we always make it happen. So, when global Orthodontic business TIO (The Invisible Orthodontist) got in touch with us from their head office in Australia, we didn’t bat an eye lid about the time difference. What is sleep anyway?

All jokes aside – we were so interested to understand more about the challenges TIO were having from a marketing perspective. With a 100% remote work force across Australia, New Zealand, USA and the United Kingdom we were instantly impressed with how the business worked. What’s more, we got to collaborate with one of our favourite partners - MadeByShape.

The full re-brand roll out is due in 2021, so keep an eye out, and in the meantime, have a read of what Catherine Howarth, TIO’s Chief Operations Officer, thought about the project…

Why did TIO choose co&co, and what did we deliver?

“We started working with co&co after they came highly recommended to us. We were coming into our 10th year of business and we were looking to build a solid foundation in some new, and very competitive territories. Although a big part of our offering is marketing services to our global network of Orthodontists, we didn’t have any dedicated in-house marketing focus for our own business, because of this we lacked a clear strategy and focused offering…

To date, our growth has been largely organic, but we needed help getting to that next level. The team at co&co really took the time to understand all aspects of our business and helped us identify exactly where our gaps where, and what we needed to do in order to achieve our growth plans. The service co&co provided covered everything from recruiting a fantastic internal marketing manager, to managing a full re-brand of both our B2B and B2C businesses with UK based digital and branding agency MadeByShape - and everything in between. Working with co&co for the long term, rather than just on a short-term roadmap project has been brilliant - and allowed us to get the in-depth, close attention to detail that we really needed to build a robust strategy for the future.

As a result of working with co&co and MadeByShape, we now have a refreshed brand identity that reflects who we are, what we stand for and our modern and innovative approach to the sector, as well as a solid plan for how we take the business forward over the months and years to come. For any business looking to take stock, build, or drive forward to the next level - I couldn’t recommend co&co enough. You honestly get the best of both worlds - senior marketing experience and expertise, without having to add huge salaries to the payroll. - Catherine Howarth // Chief Operations Officer

The collaborative approach we take at co&co is one of our greatest strengths, we believe it allows us to offer our clients unbiased and uncompromised solutions; but what is it like to work with us? Co-Founder of MadeByShape, Andy Golpys, gave us his opinion on the TIO collaboration…

We were brought in to work on the TIO project by co&co as the digital and brand creation experts. Our digital first approach to every brief, meant that we were the perfect choice for a company whose workforce is 100% remote, spread across the globe, and whose customers are largely found online.

Based on the brand strategy given to us by co&co, we conducted a wealth of industry research into competitors and found the sweet spot for TIO to position both their B2B and B2C brands. Working with a strategic marketing agency like co&co, means that we don’t have to do a lot of the groundwork when it comes to teasing out from the client who the customer is, what platforms they use, how the messaging will be positioned – which is great because it means we can focus on the stuff we are really good at – being creative and coming up with brand identities that set new industry standards.

We absolutely love working with co&co, they are the best in the field – the constant flow of clear and concise direction throughout the project was brilliant. Their project management skills are executed with military precision – which is no bad thing at all. Everyone always knows what they have to do, when they have to do it, and what the deliverables are. This not only makes for a better final result, but it also means projects are completed faster and additional cost avoided."

Something we can help you with?

At co&co we work with businesses big and small, start-ups and established brands. If you think your marketing needs a bit of a shake up, or some strategic input, why not get in touch? We love a chat, don't be shy.

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