This document provides information about Trancend|Orb, a brand consulting and design studio. It discusses why the company was founded to help clients transform their ideas and businesses through memorable brand strategies and identities. It outlines the services Trancend|Orb provides such as brand strategy, naming, architecture, visual identity design, and training. It also shares details about some of the company's clients and projects.

1. Building Brands, Transcending Business
Adding value to corporate brands

2. 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

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

4. Who we are
Trancend|Orb is a specialist brand consulting & design
studio managed by professionals who help you in
Transforming Ideas

5. What we do

6. Our methodology

7. Partial list of our clients

8. Strategy & Insight’s Clients

9. Partial list of our Brand Naming Clients

10. Sonarome
Tuesday, October 6, 2009

11. Project Scope for Sonarome
• Brand strategy
• Vision, Mission & Value
• Brand Architecture
• New Category Development
• Brand Identity
• Brand Look and Feel
• Training of Brand Custodians

12. 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.
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.

13. Old & New Identity

14. Sonarome’s Brand Essence
SEE
BEYOND

15. 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.

21. Minera Steel & Power
Tuesday, October 6, 2009

22. 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

23. 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.

26. 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.

36. Wadhwani 2009
Tuesday, October 6, Foundation

37. Business Stationery for Wadhwani Foundation

38. Tuesday, October 6, 2009

39. Your team

40. Team Trancend|Orb
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.

41. 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.

42. 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, RelianceADAG, 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.

43. Team Trancend|Orb – Our Design Leads
Kshitija Tendulkar Manasi Hardikar
Neha Patharkar
Priyanka Bhadri
Rukhmini Bhatia

44. 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