TGBC

TGBC TGBC - THE GROUP Brand Care KOBI HAIM Group is an independent design consultancy. We are specialised in positioning and prioritize brands in every category.

We are an experienced team working across many disciplines and believe that the key to good design and communication is simplicity. Our services include identities, branding & strategy, design for print, web and art direction. Our clients range from small luxury businesses to multinational companies.

TGBC x BIOTOP: Brand Guidelines & Visual RulesTGBC developed a comprehensive set of Brand Guidelines & Visual Rules for ...
11/02/2026

TGBC x BIOTOP: Brand Guidelines & Visual Rules

TGBC developed a comprehensive set of Brand Guidelines & Visual Rules for BIOTOP Professional, defining how the brand looks and behaves across every touchpoint - from billboards to social feeds. The guidelines consolidate logo, color, typography, grids and imagery into one coherent system, so every new asset is built on clear rules rather than ad‑hoc interpretation.

At the core of the visual language are the eye-cover message bar, fixed model-product compositions on a clinical white background, and a restrained color palette supported by laboratory- and measurement-inspired graphic elements. Together, these rules create a professional, science-led visual identity that is instantly recognisable and highly consistent across formats, markets and applications.

TGBC x BIOTOP: Image Language SystemFor BIOTOP, we defined a visual image system that translates the brand’s promise of ...
11/02/2026

TGBC x BIOTOP: Image Language System

For BIOTOP, we defined a visual image system that translates the brand’s promise of **precision** and authentic professionalism into a clear, repeatable photographic language.

At the heart of the system stands the black message bar crossing the model’s eyes, carrying the brand line “IT’S WHAT YOU DON’T SEE THAT MAKES THE DIFFERENCE.” This device creates an immediate focal point, protects anonymity, and turns every image into a recognisable BIOTOP asset across media.

Models, Styling and Atmosphere
The guidelines specify models with natural, healthy hair and understated beauty, shot with clean, clinical clarity. Styling, makeup and backgrounds stay minimal and controlled, keeping attention on hair quality and product performance rather than fashion or props.

TGBC X Eshet Tours: Visual Language FrameworkTGBC partnered with Eshet Tours to develop a clear, scalable visual languag...
11/02/2026

TGBC X Eshet Tours: Visual Language Framework

TGBC partnered with Eshet Tours to develop a clear, scalable visual language and guideline system, building on the existing brand rather than redefining it.

Our work focused on codifying how the brand looks and behaves across channels: typography hierarchies, color system, iconography, layout principles and image direction. The goal was to create a coherent toolkit that can be applied by different teams and suppliers while keeping Eshet Tours recognisable, contemporary and distinct in a crowded travel category.

We defined headline and body styles in Latin and Hebrew, set ratios and protected areas for the logo, and established a restrained color palette with a dominant red accent for impact. We also outlined rules for photography and graphic elements that support a premium yet accessible travel narrative, from compositions to use of negative space.

With this framework, Eshet Tours can produce ongoing campaigns and day‑to‑day materials with higher consistency and shorter turnaround times, without depending on ad‑hoc design interpretations. The result is a more unified presence across touchpoints and a brand expression that feels international, but remains rooted in the company’s existing identity.

TGBC x Living: Strategic Rebranding and Identity EvolutionTGBC led the comprehensive rebranding of Living, the credit ca...
11/02/2026

TGBC x Living: Strategic Rebranding and Identity Evolution

TGBC led the comprehensive rebranding of Living, the credit card of the Maccabi Group, to redefine the club’s communication language and transition it from a financial product into a leading wellness lifestyle brand.

Strategic Process We developed a new visual identity centered on the philosophy of intentional choices and mindful living. The design language is built upon a primary and secondary color palette inspired by natural, earthy tones, evoking a sense of "grounded luxury" and a balanced, "Italian kind of elegance". This aesthetic shift caters to a discerning audience focused on personal growth, physical health, and mental well-being.

Our approach utilized a clean, modern typographic system - leveraging the Rubik font family - to ensure a cohesive and sophisticated presence across all digital and social platforms. By removing conventional marketing pressure, the branding creates a soothing experience that promotes long-term engagement with the brand's core values: pursuing meaningful goals, investing in relationships, and experiencing life in the present.

Creative Identity The identity positions Living as a lifelong journey of personal development rather than a static service. It calls for deep self-awareness and a continuous drive for growth across all areas of life, establishing the brand as a premium standard in the wellness category.

TGBC X MY LIAM project focuses on distilling a raw vision into a distinct brand identity. TGBC provides the professional...
11/02/2026

TGBC X MY LIAM project focuses on distilling a raw vision into a distinct brand identity. TGBC provides the professional framework required to refine the graphic language and define the visual aesthetic under Simona’s direction. Our role encompasses logo development and the curation of the brand’s design language, ensuring precise and cohesive implementation across all collection components.

In this capacity, TGBC serves as the creative lead responsible for transitioning from concept to a premium, tangible product. Our activity centers on refining graphic elements and their application to the collection, maintaining a high design standard and visual consistency throughout all development stages. Everything we do is driven by an endless longing for Liam.

TGBC x Eshet Tours: Transformative Branding Campaign TGBC was selected by Eshet Tours - the market leader in Israeli tou...
11/02/2026

TGBC x Eshet Tours: Transformative Branding Campaign

TGBC was selected by Eshet Tours - the market leader in Israeli tourism - to lead a comprehensive branding initiative that redefines the brand’s communication language.

Strategic Process
We developed a new visual identity blending meticulously curated international aesthetics with concise, bold messaging, inspired by luxurious and aspirational travel experiences. The result: a standout communicative language in the competitive category, igniting immediate desire for bookings and positioning Eshet Tours as the new standard in premium tourism.

Our minimalist, elegant, and precise approach was tailored specifically to Israel’s discerning audience, while maintaining global visibility that rivals international luxury brands.

Measurable Results
The campaign delivered significant increases in digital engagement, booking conversions, and brand awareness, while reinforcing Eshet Tours’ dominant position in the outbound and domestic tourism markets. This identity establishes the company as an innovative leader, primed for sustained strategic growth in the competitive travel landscape.

TGBC X Splash Project: Transforming Urban Space into Living Legacy Branding is a catalyst for social and perceptual chan...
11/02/2026

TGBC X Splash Project: Transforming Urban Space into Living Legacy

Branding is a catalyst for social and perceptual change. Splash Project embodies the precise intersection of contemporary art, athletics, and community. By transforming standard, monochromatic basketball courts into large-scale immersive artworks, the initiative revitalizes the urban landscape and creates vibrant hubs of inspiration for the next generation.

As part of a wider ecosystem of partners and supporters behind the Splash Project brand, TGBC is honored to contribute its voice and capabilities to this shared vision. Our partnership with Splash Project is deeply personal, driven by the mission to realize the vision of Liam Shram. Liam, our beloved, whom we still cannot believe was taken from us on October 7th, believed in the power of creativity and energy to reshape reality. His mother Simona’s decision to transmute unimaginable loss into a vehicle for hope and contribution is the pulse behind our involvement.

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