Tag: Koto

Singapore – Mental health services provider Talkspace has launched its updated brand identity, which further embodies its fundamental belief that therapy and mental health support should be integrated positively into everyone’s lives.

Made with brand and digital studio Koto, Talkspace’s revitalised brand spans marketing, website and campaign elements, highlighting the value of therapy experiences and promoting mental health.

Koto’s comprehensive rebrand aimed to reflect Talkspace’s 12-year evolution and the increasing accessibility and normalisation of therapy. Anchored in the Brand Idea ‘Make sense of it’, the new Talkspace emphasises that mental health care should be a regular practice, whether for navigating daily life challenges or addressing trauma or serious mental health conditions.

The Talkspace brand personality embodies the principle of ‘Sense Maker’, assuring members that Talkspace is a trusted partner in navigating life’s chaos and clutter, at a pace that suits each individual.

Talkspace’s fresh look showcases a redesigned brand symbol and refined logo, embodying the essence of the new brand concept while bringing space and clarity through its simplicity. Specifically, the T-shaped brand symbol signifies the versatility and adaptability of therapy, creating room for individuals to make sense of their experiences.

Additionally, Talkspace features a refreshed colour palette that aims to express and uplift, a new typography that conveys Talkspace’s brand values of clarity, emotion, and rigour, as well as two new illustration styles that can lean towards functionality or narrative emotion.

Talking about the refresh, Katelyn Watson, chief marketing officer at Talkspace, said, “We’ve transformed our brand identity to both reflect and celebrate shifts in the mental health landscape, especially the normalisation of therapy and mental health conversations, and the fact that innovation and insurance coverage make quality care more accessible than ever.”

Meanwhile, Joe Ling, creative director at Koto, commented, “Therapy and mental health play a crucial role in self-acceptance and the pursuit of happiness. In Talkspace’s rebranding journey, our aim was to underscore the importance of viewing therapy and mental health as essential practices.”

Sydney, Australia – Brand and digital studio Koto has announced the appointment of Melissa Baillache as executive creative director for APAC to expand the studio’s presence in key regional markets.

In her new appointment, Baillache will be based at the Sydney studio and will spearhead Koto APAC’s creative efforts, working closely with Damian Borchok, Koto APAC managing director, and Gerald Torto, senior strategy director, as integral members of the studio’s senior leadership team.

Baillache brings with her over 15 years of experience with branding, digital, and advertising, allowing her to focus on turning challenges into transformative solutions that prioritise human experiences. She has a firm belief in a design’s capacity to challenge conventional thinking and drive meaningful change.

Prior to her appointment, she had several collaborations with a wide range of domestic and international clients, such as Culture Amp, Macau Grand Prix Museum, the NSW Government, and the Women’s and Girls’ Emergency Centre. Some of her recent and notable clients are Netflix, Tech Central, Sydney Film Festival, Blue Mountains Council, and The U Group.

Her work encompasses the creation of new brands, the design of immersive physical experiences, and the reimagining of products. She has garnered various recognitions from international award bodies and is committed to design education, serving as a mentor and guest lecturer for D&AD New Blood, dedicated to nurturing the next generation of creatives.

Baillache also reunites with Damian Borchock, with whom she had a successful eight-year collaboration when she formerly served as executive creative director at For The People.

Koto’s appointment of Baillache comes as the studio aims to expand its presence in key regional markets, including Australia, India, Singapore, and South Korea.

Speaking of the new hire, Damian Borchok said, “It’s great to be working with Mel again. We both see so much potential to build on Koto’s reputation for collaborating with startups and scaleups looking for breakthrough success. APAC is home to some of the most dynamic economies in the world. We’re keen to be part of making it equally one of the most dynamic regions for brands. ”

Also commenting on her new role, Baillache shared, “Koto is that rare type of business that chooses to lean all the way into an optimistic and creative culture to create brands that better serve both clients and the people they exist for. And the work is world-class. So, the opportunity to build on their already impressive track record with a distinctive APAC flavour is a very compelling one, if you ask me. One impossible to say no to. I couldn’t be more excited to join Koto in this new chapter, partnering with the brilliant leadership team of Damian and G.”

Sydney, Australia – Brand and digital studio Koto has officially marked its expansion into the Asia-Pacific region with the launch of its Sydney office. The studio also announced the appointment of two new seasoned executives, Damian Borchok as managing director and Gerald Torto as senior strategy director. 

The new appointees will be leading the new office and regional efforts in APAC, with a senior creative leader expected to join them in the next few months. 

Koto’s initial focus will be on expanding its presence in Australia, India, Singapore, and South Korea. This strategic move reflects Koto’s continuous growth as a brand and digital studio spanning the EU, US, and now APAC.

While Koto’s local footprint was absent until now, it has already engaged with several APAC enterprises, including Australian-founded Airtasker, a service marketplace; Zip, a buy-now-pay-later fintech; Gumtree, an online classifieds and community site acquired by eBay, operating in Australia and New Zealand; and Korean-based Need, a digital cancer protection system.

The studio’s momentum has grown steadily, recently delivering impactful projects for global brands such as Airbnb, Amazon Music, Discord, Glassdoor, Netflix, and Whatsapp. 

It is dedicated to building optimistic brands that are true, compelling, and distinctive and continues to leverage deep immersion and strategic thinking as the foundation for ensuring relevance and creative excellence in every project it undertakes.

And as they started their move to expand in APAC, Koto’s strategic move was bolstered by an accomplished leadership team with a standout local track record.

Prior to his appointment as managing director for APAC, Borchok held key positions at Interbrand and Landor Australian outposts before launching his boutique studio, For The People. He has over two decades of APAC experience and carries with him a portfolio of prominent brands like Culture Amp (Australia), TIMEdotCom (Malaysia), and the iconic Sydney Opera House.

Meanwhile, Torto, in his new role as senior strategy director for APAC, brings a distinctive blend of brand strategy and business expertise. He formerly served as a strategy director for Re, a part of the M&C Saatchi Group. 

He was able to establish a new practice within Re dedicated to delivering brand services to APAC tech scale-ups, amassing an impressive client portfolio including Australian brands Weel, Mr Yum, Channel 7, and more.

Koto also teased a third leader, well-versed in regional dynamics, who will soon join the leadership team as executive creative director. 

James Greenfield, CEO at Koto, explained, “After launching our second US studio in New York just over a year ago, it felt right to set our sights on the APAC region. We’ve worked with a number of APAC clients in recent years, and we can see the potential here is immense, with thriving economies and leaders aiming to make their brands global forces. I’ve always believed APAC brands hold untapped possibilities to display their identity, differentiation, and strategic growth.” 

He added, “Exceptional brands shouldn’t be limited to the US – there are a lot of interesting products and services in APAC. Koto steps in with Damian, G, and our upcoming Executive Creative Director, soon to be unveiled. Together, they’re the dream team writing this next chapter with us.”

Also speaking on the expansion, Borchok said, “Sooner rather than later Asia will be home to 3 of the 5 largest economies in the world. Brands from this region will have global impact like never before. While there are internationally networked branding agencies across APAC, few are yet to bring much of a sense of dynamism, vision, or ambition. The region deserves to see more brands that elevate Asia’s growing status and influence—commercially and culturally.”

“Koto was born out of the technology and innovation world. Our work is informed by the entrepreneurial drive to build something better. In our case, it’s brands. We’re looking forward to partnering with like-minded businesses and contributing to the exciting times ahead in Asia and the Pacific,” he further explained. 

On the appointment, Torto also shared, “I’m really excited to be contributing to Koto’s vision of building the world’s most iconic brands in the world’s most iconic places. The opening of a studio in Sydney to service the region is a real signal of intent and too good an opportunity to miss. For me, there’s an unmatched optimism and pragmatism to the way the business goes about its work, and that drives an approach to brand strategy and verbal (as well as visual) identity that I feel can make a real difference to the ambitious businesses across APAC.”

San Francisco – Job and company insight agency Glassdoor has refreshed its brand identity and product experience to emphasize the power of workplace conversations as well as fostering transparency within the workplace.

Developed in partnership with brand agency Koto, Glassdoor’s new rebrand showcases app and site updates that capture the core of the platform as a space for authentic and meaningful conversations about work experiences.

Glassdoor’s new visual identity and product design also coincides with its new brand focus of highlighting the relationships and community formed throughout one’s career, with vibrant and interactive visuals all throughout the platform depicting a healthy workplace.

Glassdoor CEO Christian Sutherland-Wong introduced the new features of Glassdoor in a video, focusing on ‘bowls’ which are sectors of interest and on new conversational options such as talking specifically between co-workers of a company, or conversing anonymously. 

Commenting on the rebrand, Deanna German, creative director at Koto, said “Our logo, typography, illustration, icons and unique brand tone reflect Glassdoor’s commitment to creating a healthier and more transparent workplace community”.