Case study

TGS AV

A distributor has a problem an ordinary brand does not. Every post it makes belongs to somebody else's brand. So the house identity cannot be loud, and it cannot be forgettable either. It has to be the frame that a dozen other logos hang inside without any of them clashing.

Client: Tera Generation Solutions
Sector: Audio-visual distribution
Year: 2025
Scope: Identity, stationery, social
Carries: Miller & Kreisel, Acoustic, Plusminus

Brand identity
Monogram design
Stationery design
Social content system

Visit tgs-av.com ↗

Tera Generation Solutions distributes audio-visual equipment, carrying loudspeaker and AV lines including Miller & Kreisel, Acoustic and Plusminus.

That business model sets the design problem. A distributor's marketing is almost entirely made of other companies' brands. Every launch post belongs to a manufacturer, uses the manufacturer's colour, and ends with the manufacturer's wordmark. The house brand appears in the margins of its own communications.

What the work had to do

Be recognisable without being loud. The house mark shares every layout with a stronger, older brand.
Hold unrelated manufacturers in one feed. Four brands, one shelf.
Survive the smallest position. A corner, an envelope flap, a watermark.
Read as trade, not retail. The audience is installers, integrators and specifiers.

The decisions

A monogram with no front. An angular cube that works at any orientation, for a business that faces manufacturers and installers at the same time.

No house accent colour. The single most important restraint in the system. The brand of the day supplies the colour, the house supplies the structure, and no co-branded post ever becomes a clash.

One post skeleton for every manufacturer. Headline, one paragraph, product on neutral, their mark, their wordmark. The consistency is the curation.

Certifications at readable size. In consumer marketing a certification badge is a footer detail. To a specifier it is the specification, so it gets room.

Installed rooms given equal weight to product cuts. The equipment is bought to disappear. Showing where it disappears to is the more honest sell.

The work

The TGS monogram, an angular cube built from interlocking forms, in white on black — The mark: a cube drawn as an impossible object, which is what a distributor is. Six faces, one shape, and no single face is the front.

Letterhead, business cards and a patterned envelope in charcoal and white with the TGS mark — The full name, Tera Generation Solutions, set small and letterspaced at the head. The mark appears twice on the letterhead: once at size, once as a pale watermark filling the page.

Instagram grid of product posts on a phone against black — The grid as a shelf. Each tile is a product from a different brand, and the house layout is what makes them look like one catalogue.

The profile, where a distributor is actually judged. Highlights work as product categories rather than as decoration.

Miller & Kreisel D Series announcement card and phone post beside a grid of loudspeakers — A product launch for M&K. Their red, their wordmark, their voice. TGS does not sign it, because a distributor that signs a manufacturer's launch looks like it is claiming the product.

Phone, letterhead and cards laid out with an Acoustic branded layout — A second brand in the same house layout. The system holds because the grid is constant even when the logo changes.

Dark M&K product collateral with speaker close-ups and certification badges — The dark register, for the high-end lines. Certification marks are given room instead of being shrunk into a footer, because in this trade they are the argument.

Plusminus product cards floating against a pale background — Product cards for Plusminus. Same skeleton again: title, one paragraph, product, mark.

Phone showing a colourful Instagram grid of interiors and products, with the phone's back visible — Installed rooms rather than boxed products. What a distributor is really selling is the finished room the equipment disappears into.

The account read the way a specifier reads it: bio, categories, then whether the work looks like it was installed by people who know what they are doing.

One team, from identity to intelligence.

Brand, software, AI, and growth from a single team, not separate vendors. That is why the positioning, the copy, the site and the data model on this project agree with each other.

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