A 50-Year History Branded for a Global Future

TA Associates is a global growth private equity firm with a 50-year history and a portfolio that tops 460 investments and $17 billion. Their approach is personal, focused on partnerships in five dynamic sectors that build lasting value for growing companies around the world.

Logo Redesign

A Modern Visual Language

Beginning with an identity refresh, the new logo puts TA on modern ground, balancing a stable confidence with a more contemporary typeface and refreshed color palette. Acting as a re-introduction to a tenured brand, the logo is the driving inspiration behind the direction of TA's new identity and flagship website.

Sector Expertise. Digitally Focused.

Through extensive work sessions and stakeholder interviews, TA’s brand communications evolved and modernized to engage with a global audience. Information architecture decisions paved the way for region and industry-specific navigation, like scrapping the typical portfolio landing page in favor of five unique landing pages that emphasize TA’s sector-specific expertise.

Launch Site

Built responsive, the website carefully distills content and imagery to render at every device size and to appeal to their next generation of partners. The About section highlights TA’s punch list of wins, while Value Creation unveils portfolio heavy hitters through custom-created icons and a case study gallery.

Launch Site

Putting Partnerships First

Leaning on 13-custom photoshoots, site imagery makes the brand re-introduction, featuring team-focused images to set a personal tone. Even the site experience is led by a collaborative effort; through data-driven cross linking and sophisticated filters, the Team, Portfolio, and News areas connect bios to featured companies and news, and companies to team members, press releases, and global locations. Throughout, the typical “previous/next” page guidance is replaced by actual names and a smart “back” button that offers users a more personal experience.

Accessible Global Regions

Global office “mini-sites” provide a curated site experience regionally. Europe and Asia areas automatically pull in content specific to that region, such as portfolio companies, team bios, news items, and multi-translated firm overviews. Though the entire site is a “North America” experience, the North America landing page provides links to filtered data sets to aid in the quick discovery of relevant information.

Launch Site

Visual History in the Making

An engaging site centerpiece, the Milestones area visualizes TA’s history, leveraging a technology framework to easily add milestones to come. The site demonstrates how behind-the-scenes technology and information architecture helps surface a focused brand story through a smart, clean digital experience. It’s a site designed to begin the next TA partnership on first click.

Comprehensive Brand Story

Taken off screen, TA's new brand thoughtfully spans across company collateral, designed with a fresh, simple color palette, and a clean style that communicates both openly yet directly. From letterhead to business cards, and marketing materials to presentation decks, TA’s legacy and global access take on a modern, approachable feel, in every possible brand touch point.

Results

+28% Session Duration

+27% Pages per Session

+50% Contact Pageviews

+21% Total Pageviews