TCD before and after image of their logo.
Left: Before | Right: After

We were approached by Tönsing Construction and Development (TCD) to help them out with their brand. Upon further investigation and a good phone call, we discovered that they had zero presence on the web and very little in the way of branding (their logo was made in Microsoft Word). We also found out that their marketing strategy was to post an advert in the local newspaper and they were about to purchase space on a billboard.

TCD is a family-owned business situated in Rustenberg, South Africa. They offer three types of services:

  • Plant hire
  • Mine equipment rebuilds
  • Abnormal transport hire

The vibe you get with TCD is warm and welcoming. Old clients will pop in for a coffee and a chat. The staff and owners look out for each other. They are driven by providing excellent customer service. Some of their clients have been with the company for years and refuse to go anywhere else, even if the cost is significantly lower. We wanted to keep this feeling while rebranding this company.


  • Outdated logo
  • Few new clients
  • No web presence
  • Outdated colour palette
  • No distinction between services
  • Old school marketing

Scope of Project:

Brand identity design

Web design and development


After a lengthy meeting with the clients and chatting about everything they are now and want to be in the future, we took our data and put together moodboards that could help them and us visualise a direction to head towards.


The purpose of using a moodboard is to narrow and focus the direction. So instead of wasting time back and forth about the look of one deliverable, the moodboard will guide the process from the beginning.

In this case, we tackled the moodboards a little differently. Instead of having all elements on one page, we divided it up into web presence, type, logo feel, patterns and texture, and colour.




Textures and Patterns



Similar to moodboards, but elements chosen from the moodboard and then incorporated into three potential look and feels for the brand. This is compiled into an aesthetically pleasing visual that the client can connect with.

In this case, the client was looking for corporate but inviting, bold colours (which would come in handy for separating the services), coupled with the industrial concrete and steel feel.

We include the feelings we are trying to portray in the stylescapes to see if the client can connect with them. Out of the three example, TCD picks one that will be the official guidelines for the project and any future endevours with them.

The Winner

Adjustments: Stylescape 3 was chosen but TCD preferred the font from Stylescape 1. Two more colours were added to the colour palette.


Based on the stylescape chosen the logo concepts could then be put together. TCD is presented with three variations:

In this step, this choice is either a tough one to make or the client can immediately connect with one particular logo that best represents their brand. Whether it takes a minute or a week to decide, it is vital that TCD is happy with their choice. At this stage there are opportunities to go back to the drawing board should none of them be appealing.

Download the presentation:

TCD Logo Presentation

The Winner


  • Logo in various formats and colours
  • Emails signatures
  • Business cards
  • Letterheads

Download the styleguide below:

Brand Identity Guidelines



The unique situation we had to deal with was that there are three different businesses wrapped up under a single name. How were we going to separate them into separate, identifiable services from the home page? The demographic is 30-55-year-olds. Some are technologically challenged, others have no problem using a computer. There is a fine balance between TOO simple and then clunky and complicated.


  • Separate three services
  • Easy to navigate/user friendly
  • Responsive website
  • Informative
  • Call-to-Actions on all necessary pages
  • Professional but warm and inviting (“man in a business suit with a clown tie”)

Wireframes have a few purposes. It’s equivalent to blueprints used before building a house. It shows where elements will be positioned, how pages are connected, and what information will be displayed.

In this case, TCD has three services that are not entirely connected to each other. The design has to be done in a way where at any time that particular service can be shut down without affecting the integrity of the website in any way. It was a choice between incorporating subdomains, three separate websites, or just having three service pages. The latter was chosen as this was the most affordable and ultimately the easiest to update and manage.


A website mockup shows what the website could potentially look like. It will be a close likeness but not 100% compared to the complete product. We combine the wireframes with images, graphics, and user interface (UI) elements that the completed website would have.

Based on the stylescape presented and accepted, we compiled a mockup of the website for all pages. We gave each service a different colour but the rest of the pages remained consistent. Dividing the services this way makes it easier to close down specific pages should the client not want to offer that particular service anymore.

Click the image to view it in full.



The website was launched with the goal of it being mobile-friendly first and foremost. Call-to-Actions were made vibrant and eye catching and distinctive from the rest of the content. Easy navigation was important to locate the specific services associated with TCD.



Tönsing Construction and Development

Brand Designer

Jeremy Holden 

Web Designer

Diandra Leitch