Making The Mundane Into Exclusive: TSP Rebrand

The client

The Stats People is an award-winning statistical consultancy primarily focused on supporting market research companies and end-users of survey research. An increasing proportion of its clients are leading research managers in a variety of organizations, working with governmental and other national level companies. The company has operated under its current brand since 2016, though its origin is in an earlier company called Logit Research, founded in 2004.

The task

To develop a new and modern corporate identity that reflects the core principles and values of The Stats People. The brand needs to be distinctive in the industry, highlighting the company’s expertise, professionalism and ability to present complex statistical results in an easily understandable way.

The challenge

To deliver a contemporary visual identity without losing recognizability gained through two decades of business.

The solution

As the company has been operating in the industry for more than two decades, we couldn’t let go of what was already well-known among their long-standing customers. We created a renewed image while maintaining the core principles of the brand:
– color scheme;
– logo;
– values.


The old identity of The Stats People seemed to be at odds with the quality, simplicity and accessibility of the services it offered in terms of detail, weight and volume of content. Statistics, data analysis and other services offered by this company are a complex and information-heavy field, so a highly simplified, minimalist and playful visual identity allows for a balance of communication.

Competitor analysis

Modernisation of the logo

Improvement of the brand’s color scheme

Development of visual attributes

The result

“We found a good balance between incorporating the Digital Freedom team’s new ideas and making sure the rebranding and new website felt like our company. Dovile encouraged us to be hands-on and involved in the process whilst at the same time setting ground-rules and guidelines to ensure the branding and website were more effective as marketing tools. The result is a simplified, accessible, and yet stylish brand, which communicates the human side of our company as well as our technical abilities,” Gary Bennett founder of The Stats People.

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