TA Associates

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.

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.

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.

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.

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.

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.

As 2018 marked TA's 50th anniversary, a microsite experience was created to showcase the firm's evolution and legacy. Entry points from the homepage and a site-wide, follow-along tag bring users into a dashboard-like view featuring prominent stats paired alongside nostalgic and modern photos. A Then + Now page compares growth across the decades, and a Reflections page houses video interviews and articles from the TA team. The experience is a capstone of the firm's many milestones.

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.