TDS: Brand positioning / brand identity / brand architecture / communications


TDS, a leading specialist in integrated security access systems, has grown exponentially over 15 years, introducing new product areas, new solutions and many new high profile international partners. TDS (time, data, security) systems are installed and supported in airports, universities, government buildings, pharmaceutical plants and other corporate facilities throughout Europe. But the brand hierarchy had not kept pace, leading to confused brand architecture and a lack of clarity in the relationship between products and services. Winning two high profile contracts - Access Control for the UK Houses of Parliament and Visitor Management for Google throughout Europe - was the catalyst for repositioning the TDS brand. So TDS commissioned RichardsDee to deliver a new brand identity, brand proposition and communications strategy to reflect the modern reality of the business.


Security management technology and services is a complex business; we set out to reveal the strengths of the TDS approach, making it more straightforward and accessible. We worked with senior management to develop the company’s vision, establish the brand values, and redefine the brand positioning, engaging staff and partners in the process to ensure buy-in.

Technology is key to TDS – we brought this to the fore in the new brand identity, which is fresh and modern. The brand proposition - Secure Access For Everyone - is firm but inclusive, critical for TDS which still has many SME clients. We made TDS people prominent in the communications strategy, emphasising that it is not a faceless security technology company. The specially commissioned line drawings of high profile sites secured by TDS - including Trinity College Dublin, Houses of Parliament and T2 at Dublin Airport - act as a subtle reference to the big brand status of the company.


TDS now has a brand identity and communications that reflect its market leader position. TDS senior management, employees and partners have embraced the fresh approach. Printed communications, trade advertising, digital communications, and signage are currently being rolled out. This extensive project will be fully delivered in a 12-week lead-time.