TYM’s Evolution to a Global Brand
Redefining TYM’s Brand and Identity to Drive International Growth
Challenge
TYM, a prominent South Korean manufacturer of premium compact and utility tractors, faced a critical juncture in its growth trajectory. Despite a strong presence in Korea, where 60% of sales were concentrated, the brand was largely unknown overseas. To meet its growth ambitions, TYM needed to expand its footprint in North America and Europe and elevate its brand to a globally recognized player. However, the company’s brand and digital presence were not prepared for the global stage. TYM partnered with MBLM to undertake a comprehensive rebranding initiative to establish a global reputation, expand its customer base, and align its business for international growth.
Solution
The partnership between MBLM and TYM was built on a shared vision—transforming TYM into a globally recognized leader in the agricultural machinery industry. The journey began with deep research and insights into the competitive landscape, along with stakeholder interviews that would shape every aspect of the rebranding process.
MBLM set out to redefine TYM’s identity with a new brand promise centered around “Form, Function, and Value.” Form highlighted the precision engineering behind TYM’s machines, Function emphasized their power and efficiency, and Value showcased the commitment to high-quality products at accessible prices.
To bring this promise to life, MBLM infused the brand with the Brand Intimacy archetypes of ‘Enhancement’ and ‘Fulfillment’. These archetypes highlighted how TYM’s products empowered farmers to work smarter and more efficiently, while consistently exceeding their expectations and helping them thrive in the long term.
A unified messaging system was developed to ensure the brand promise resonated across global audiences, serving as the foundation for all marketing materials and the website. The tagline “Designed for your world” clearly communicated TYM’s commitment to delivering tailored solutions for customers worldwide.
Visual Identity Overhaul & Brand Architecture
TYM’s brand identity was given a bold, modern refresh. MBLM introduced a striking new brandmark and a cohesive visual design system that seamlessly connected TYM’s corporate and commercial identities. This visual overhaul ensured that the brand could carry its new persona across multiple touchpoints, from online platforms to physical spaces. The refreshed identity not only captured TYM’s essence but also provided the flexibility to adapt across different markets and mediums.
Alongside this visual transformation, MBLM refined TYM’s brand architecture, simplifying the product categories to make the offerings more intuitive and accessible to global customers. The result was a clear, organized brand structure that would be easier for customers to navigate as TYM expanded its reach.
Global Brand Roll-Out
The rebranding was executed with precision and consistency across all touchpoints. MBLM designed an integrated roll-out plan, covering everything from office and factory signage to modular trade show displays, corporate materials, and business stationery. The development of the TYM Brand Center and Dealer Brand Center ensured that over 200 employees and 300 dealers worldwide had access to essential brand resources, including guidelines and templates. This centralized approach ensured that every brand interaction—from business cards to dealership signage—would uphold the brand’s new identity.
Results
- Strengthened global reputation, positioning TYM for continued international growth.
- A clear and compelling brand promise, “Form, Function, and Value,” with the powerful slogan “Designed for your World.”
- A distinctive and cohesive brand identity that set TYM apart from competitors.
- Global brand launch in December 2020, followed by implementation across various touchpoints.
- Over 1,200 brand requests processed through the TYM and Dealer Brand Centers.
- Recognition with multiple awards, including Best Visual Identity and Best Brand Experience.
