Bright Beginnings: Crafting Distinct Identities for ABrightLab & OnTheJob

Overview

The Argenbright Group, renowned for trust, resilience, and innovation, expanded its legacy in 2022 with the launch of ABrightLab. This tech arm was established to integrate advanced technologies into frontline services, delivering enhanced value for employees, customers, and end users. 

Their debut product, onthejob, is an app that simplifies workforce management by serving as an intuitive operating system for distributed teams, streamlining scheduling, tasks, and communication. 

To shape cohesive branding strategies for both ABrightLab and onthejob, Tenovia was engaged to craft identities that encapsulate their innovative vision while resonating with their audiences.

Our Approach

We began by understanding the “who, what, and why” through workshops that defined the audiences for ABrightLab and onthejob. This groundwork shaped internal and external branding strategies that aligned with the brands’ core values, mission, vision, and purpose.

Internal Branding: Culture from the Inside Out

To ensure the teams lived the brand, we created:

Buyer person overview

2 buyer persona, entreprenuer Isabella and Talented Tarun

definind the messaging tone, dos and dont's

defing the rule and aligning accordingly

Vision and mission statements

brand guidlines for content, design etc.,

• Buyer Personas: Detailed profiles of decision-makers and end users.
• Core Values & Purpose: Principles and mission that resonate internally and externally.
• Vision & Mission Statements: Purpose-driven messaging for clarity and alignment.
• Brand Positioning: Unique identities carved to stand out and stay memorable.

External Branding: A Cohesive Visual Identity

The visual identity reflected the brands’ essence while setting them apart in a crowded marketplace. The goal was to highlight the distinct identities of ABrightLab’s technological sophistication and onthejob’s people-first approach. We crafted a modern, minimalist design that embodied trust and innovation.

Key elements included:

color palettes

onthejob logo color schemes

Font suggestions and combinations

logo guidlines

Icons guide

ABrightLab logo color combination options

onthejob logo on a creatibe

content references for ABrightLab

logo style and usage guidlnies for icons, colors, fonts etc.,

• Color Palette: Balanced tones representing reliability and forward-thinking.
• Typography: Clean and bold for professionalism and clarity.
• Logo Design: Simple yet impactful, adaptable across platforms
• Imagery: Professional visuals resonating with innovation and sustainability.

These efforts culminated in comprehensive Brand Guidelines, ensuring a cohesive and consistent voice across all interactions covering logo usage, color schemes, typography rules, and design principles; it served as a blueprint for preserving the brands’ integrity at every touchpoint including email signature and business cards.

ABrightLab Business Card

ABrightLab Jane Dunphy Business Card Front

ABrightLab Jane Dunphy Business Card - Back

onthejob Business Card

onthejob Jabe Dunphy business card - Front

onthejob Jabe Dunphy business card - Back

Conclusion: Building a Distinct Identity from the Ground Up

Branding is the bedrock of a lasting legacy, it’s what makes an impression today and resonates for years to come. Done right, it can elevate a brand to iconic status; done wrong, it can topple even the mightiest from the totem pole. In the world of branding, every choice shapes the future.

Through purposeful branding, Tenovia equipped both ABrightLab and onthejob with the tools to deeply connect with their audiences. Now, these brands stand ready to lead their markets, proudly carrying forward the Argenbright Group’s legacy of excellence.