TSP is actually the initials of the founder's name. But TSP wants to grow beyond the founder. We decided to dig deep and hard into who TSP really is as a person and what values he holds sacrosanct. And then, we imbued the initials TSP with double-layered meaning: to represent its brand positioning as Total Solutions Provider and its brand values as Think, Serve & Protect. Subsequently, we nail down the target segments of businesses and High-Net Worth Individuals (HNWI) and recreate the messaging and products to correctly target the segments. In the end, branding has only one purpose—to achieve the business goals of growth and impact.