We’re all in it

The Frameworks with Toshiba Global Commerce Solutions

It all started in the summer of 2012, following Toshiba’s acquisition of IBM’s retail store solutions business. The challenge? How to make the transition from big blue to big red…


  • Content
  • Analytics + Insight
  • Brand strategy
  • Digital
  • Design


Of course, this project wasn't just about swapping logos. It was about the coming together of minds – and of cultures – on a truly global scale. We had to transform what still felt like an IBM division into a new brand that could stand on its own two feet: a brand that capitalised on IBM's heavyweight reputation and stayed true to Toshiba's Japanese roots. Understanding the essence of the new entity was crucial. We interviewed employees and talked to customers. We profiled competitors. And we conducted in-depth industry research.


We worked with this new business – Toshiba Global Commerce Solutions – to help define and articulate its identity in every sense. And framing its brand platform was central to that.

As part of this exercise, we needed to embrace how the world of commerce operates: it isn’t about isolated, one-off transactions – it’s about taking part in a collective, integrated experience. And we wanted to find a unique way of expressing that reality.


So, after much creative exploration (and one particularly inspiring bowl of cereal), “Together Commerce” was born. The identity captures both the changing face of global retail and specifically how Toshiba helps retailers to deliver the optimum customer experience. It’s all about taking part in a collective, integrated process and it embodies the notion of a seamless, multi-channel journey… To buy. To sell. Together.


One of the biggest challenges of the project was bringing the brand to life and launching Toshiba’s new vision. We did just that at Retail’s Big Show, in New York – where more than 20,000 clients, partners, prospects and competitors would converge for the National Retail Federation’s 102nd annual convention and expo.

After several months of intensive planning and creative thinking, Together Commerce burst onto the scene – and the NRF stage – in January 2013. From scripting the launch speech for the company’s CEO and developing detailed brand guidelines, to creating ads for Times Square and a suite of product images that Toshiba could use across its marketing collateral, a huge amount of work went into bringing Together Commerce TO life.