Simplify
HengTian is an innovative technology company, which was founded in 2004 as a partnership between Boston based State Street, Hangzhou based Insigma Technology and Zhejiang University. Growth in the Chinese market was strong with an impressive global client list. They were now expanding into Europe and the US and appointed TOTEM to develop a new name and identity for these markets. Our first step was to facilitate a brainstorm briefing meeting with key personnel – to understand HengTian’s unique proposition and history, to clarify the challenges for the existing brand and define what the new brand name and identity needed to communicate to prospective clients.