The first major decision in branding TriBrothers’ Hour of Balance project was shortening its name to HOB. As a system that introduces a paid hour for call center employees to focus on health related activities (Gym, healthy cooking, yoga, feng shui for office space etc) HOB’s identity needed to echo the weight of a corporate product all the while subtly separating itself as something that pops out of the daily routine.

When Suzuki Daisetz was asked what was it like to have satori, he said 'well, ... everyday experience, except about two inches off the ground.

- Alan Watts, Lectures on Zen

Philippe LeBlanc’s relentless efforts to better working conditions at call centers spawned this consultant group (with his two brothers).

While they are not your typical consultant group, pushing innovative ideas with the aims of changing the way we function at work, their branding still needed a conservative, refined sense of care.

The typeface (Gotham) was used with a visual element that showcased the main letters of their identity while enforcing the strong unity of the 3 brothers.

www.tribrothersgroup.com