Tally approached us to modernize their 40-year-old legacy. We transformed their core values into a lived experience by pairing their signature black-and-red palette with custom raster-style illustrations. By implementing these visuals across booklets, office art, and merchandise, we turned abstract principles into everyday behaviors, reigniting employee pride and making Tally’s "Creator spirit" resonant for a new era.
Guided by a strong set of principles since its inception, Tally led the industry as one of its pioneers. But after four decades, it was time to adapt. Tally renewed its core values from (1) Honesty and Integrity (2) Power of Simplicity (3) Continuous pursuit of excellence (4) Define and create the future, and (5) Our strength is our people to Honour, Nurture, Master and Create. They redefined their building blocks to prepare for and conquer the coming era.
Design their new value system. To transform them from words into lived, everyday behaviour.
Tally’s philosophy is built around care; a culture that stems from its founder Shyam Sunder Goenka. It goes beyond profits, to empowering its employees, partners and customers to thrive.It speaks of a broader culture of growth that is reflected in its choice of values. This spirit is captured in Tally’s hand-drawn logo, crafted by the founder himself. In a sea of sleek, impersonal tech identities, it is an iconic mark of heritage and warmth. That’s where we started.
We established a bold foundation using their signature black and red primary palette, complemented by secondary teals and blues. For typography, we selected Espuma Pro for its confident, geometric lines and Roboto for its friendly, modern accessibility. By integrating these with gritty, hand-drawn textures and raster styles, we bridged the gap between heritage warmth and future-ready tech.
Using Tally’s signature colours, black and red, we created a visual system rooted in that heritage. Raster-style illustrations gave each value a unique personality. The value illustrations became powerful reminders across every touchpoint. A detailed booklet for all employees to absorb
what each value means, posters and wall art to turn office spaces into moments of inspiration,
and merchandise to serve as daily interaction points.
Tally’s values became part of employees’ everyday lives. The illustration-led design also captured the Creator spirit of the organisation, something Tally wanted each employee to embody through its values. The result was a brand that reignited pride among its employees and got them to
embrace its new core values. Honour, Nurture, Master and Create now occupied every space,
from cafeteria to conversations, making the brand ready for the new era and its values
more resonant for its employees.
