Strategic brand repositioning

Trellint set out to differentiate how its products were presented to the market. Rather than simply replacing an existing identity, our client wanted to create a stronger, more coherent proposition that reflected their expertise while supporting future growth.

The brief focused on developing a new master brand, rationalising and renaming the company’s core US products, creating a scalable visual identity system and delivering a website serving both UK and US markets.

Timing was critical, with the launch timed to coincide with the IPMI Parking & Mobility Conference & Expo, North America’s leading event for the parking and mobility industry.

Every decision needed to resonate with a highly considered audience of US government procurement professionals, programme managers, mobility directors, finance teams and IT decision-makers. The strategic repositioning needed to inspire confidence, demonstrate practical innovation and establish Trellint as an independent technology partner helping cities improve efficiency, visibility and compliance across the entire curbside management journey.

Before developing creative concepts, we carried out a competitor product analysis: the research highlighted significant opportunities to differentiate the product suite through a clearer brand architecture, more distinctive naming and a stronger visual relationship between products. It also revealed an overuse of similar terminology throughout the sector, creating an opportunity to create a more memorable and differentiated brand.

Working closely with Trellint, we developed three strategic naming directions, each offering a different approach. The client selected an outcome-led direction that became the foundation for the project.

From naming and visual identity through to website architecture, SEO and launch communications, every element was shaped by this strategic direction.

The new brand architecture needed to establish a clear relationship between Trellint and its product portfolio while providing the flexibility to accommodate future growth.

One of the most significant outcomes of the strategy phase was the creation of Kurbis, a distinctive master brand for the product suite. Starting from the client’s initial working title of “Kurb”, we developed a name that feels both ownable and commercially relevant. Its spelling intentionally sits between the UK “kerb” and the US “curb”, creating a single, globally consistent identity that works naturally across both markets.

Alongside the new suite name, the product portfolio was consolidated into six clearly defined solutions: Kurbis Resolve, Kurbis Insight, Kurbis Verify, Kurbis Permit, Kurbis Comply and Kurbis Collect. Those product names were chosen to reflect outcomes rather than processes, deliberately moving away from language commonly used across the competitive landscape.

We designed the visual identity to create immediate recognition across the product portfolio while maintaining a clear relationship with the Trellint master brand.

Building on Trellint’s existing colour palette, we extended the system with additional colours to create a scalable framework capable of supporting future product development. Each Kurbis product was assigned its own colour, allowing users to distinguish between solutions quickly while maintaining the appearance of a unified product family.

The repositioning extended beyond the visual identity. Trellint also required a website capable of presenting its new proposition to audiences in both the UK and the US.

Developed on HubSpot, the new website provides a solid foundation for future growth while giving the Trellint team complete control over content management. Rather than relying on rigid templates, we created a flexible library of reusable content blocks that allows new pages to be built quickly while maintaining brand consistency.

We developed the US website first, then created a duplicate ready for all visual and written content to be localised for the UK market. A dual region country selector allows visitors to switch between locations, ensuring content, messaging and user journeys remain relevant to each location while providing a consistent brand experience.

The modular design system provides the flexibility to support video, long-form editorial content and seamless CRM integration for lead management.

Drawing on the brand guidelines, we incorporated supporting graphic elements around a flexible system of patterns formed from arcs, lines and dots, creating a distinctive visual language that can be applied consistently across digital and printed communications. This was complemented by a bespoke iconography system also using simple forms that balance simplicity with distinctiveness.

Photography guidelines focused on bright, authentic imagery of people interacting naturally within urban environments. Slightly desaturated tones combined with accents of Trellint green create a contemporary palette that reinforces the brand while supporting a consistent visual experience across every touchpoint.

SEO formed part of the project from the outset rather than being applied after the website had been designed.

Working across both UK and US markets, we developed market-specific SEO strategies covering keyword research, URL structures, site architecture, page hierarchy, metadata and content recommendations. These insights informed the sitemap, wireframes and user journeys, ensuring the website was structured to support both search visibility and usability from launch.

The result is two region-specific websites that combine strong technical foundations with the flexibility to support Trellint’s continuing growth.

To support the launch of the new product suite at the IPMI Parking & Mobility Conference & Expo in Milwaukee, we developed an engaging character-based animation that introduced Kurbis to delegates.

Working closely with our client throughout storyboard development, we created an animation designed to capture attention in a busy exhibition environment while communicating a complex proposition in a simple and memorable way.

Designed without voiceover, the animation relies on carefully paced on-screen messaging, continuous movement and energetic transitions to attract visitors to the software demonstrations taking place in Trellint’s Innovation Lab.

Every visual element in the animation reflects the new identity system – from the way we animated the logo to create a sense of direction and movement, to the consistent use of brand colours and geometric graphic elements. Localised details, including US streetscapes, vehicles and number plates, help the animation resonate with its American audience.

Rather than relying on full 3D animation, we introduced subtle perspective techniques to create a stronger sense of depth and movement.

With its new brand, product architecture and digital platform now in place, Trellint is well positioned for its next stage of growth, supported by a framework designed to evolve with the business.