Together but separate
Having completed a highly successful project for STR’s EU/EMEA business, we were invited to meet Amanda and Vail, then Chairperson and Head of Global Marketing, respectively, to discuss a project for the parent company. The company had evolved through the years—STR, STR Global, STR Analytics—each maintaining a strong individual identity. However, leadership aimed to unify them under a single banner. At first glance, it appeared straightforward: one name, one brand. Yet, during discussions, it became evident that the real challenge was more complex. “Together but separate” wasn’t merely a slogan—it was a tangible tension. Could decades of history and independent thinking truly coexist without compromise?
Our initial discussions weren’t focused on logos or typography - they were about listening. We engaged with founders, the C-suite, senior managers, staff, and even customers and suppliers. Each conversation uncovered subtle nuances: pride in individual identities, worries about losing what made each part unique, and a desire for clarity that hadn’t yet been achieved. Gradually, a pattern came into view. The common idea wasn’t about merging names or visual styles - it was about changing perception. STR wasn’t just a data company; it possessed the tools, insights, and expertise to become a solutions provider. That realisation completely redefined the challenge: this wasn’t about compromise, but about a new way to see what STR could achieve.
With that reframing, a surprising clarity emerged.
By presenting STR globally under a single identity, the company could emphasise its strengths: proprietary, gold-standard data, cutting-edge technology, and the wisdom of seasoned industry experts.
The “together but separate” tension became an opportunity: a chance to make the collective capability visible, compelling, and actionable. What had felt like a constraint was now a creative doorway, inviting boldness rather than caution.
Nine months later, the new brand was launched across 15 countries. Internal teams took ownership, guided by our mentoring, embedding clarity without losing the company’s human touch. The change wasn’t just visual; it was cultural. STR now had a new perspective to see itself differently—and to show the world what it could achieve. Four years on, STR’s acquisition for $425 million highlighted the value of that new outlook. Beyond the figures, the project proved that listening, questioning, and embracing human tension can turn complexity into opportunity—and make what was once unthinkable feel inevitable.
Project deliverables
Brand & Design Strategy, Brand Positioning, Brand Architecture, Identity design, Identity Application Guidelines, Internal launch workshops, Design team mentoring, Multiple printed comms, Photographic Art Direction