Defining idea
Business Creativity
Bringing human insight and intelligent systems together to create greater business value.
Challenge
Following the merger of LTI and Mindtree, LTIMindtree had become a global technology services company with extensive capabilities, deep industry expertise, and a growing focus on AI-led transformation.
With an expanding portfolio and complementary strengths across the two legacy businesses, LTM’s leadership saw an opportunity to establish a clearer, unified identity that reflected the organization’s collective capabilities and future ambitions.
As AI reshaped enterprise expectations, LTM set out to define its role on its own terms: moving beyond technology delivery to articulate the business value it helps clients create.
With a new CEO and business strategy in place, the ambition was to bring the organization together under one name, one positioning, and one shared vision for the future.
Our role
LTM’s CEO and CMO led the transformation, working closely with Brandpie as strategic and creative partner to develop the company’s new name, positioning, and identity.
Developed in close collaboration with LTM’s internal teams, the work brought together brand strategy and creative expression to establish a clear and compelling identity for the business’s next chapter.
+30%
increase in website traffic, post-launch
11,000%+
increase in social engagement
10M+
media views from launch coverage
Idea
One transformation, three connected moves
Working with Brandpie, LTM’s leadership made three connected strategic decisions to bring the combined business together under one identity and ambition.
1
Simplify LTIMindtree to LTM, creating a clearer, more accessible global identity while maintaining a connection to the company’s heritage.
2
Define a compelling proposition that reflects how LTM creates value: bringing together human insights and intelligent systems at the intersection of domain and technology expertise.
3
Create a distinctive visual and verbal identity that makes the company’s new ambition recognizable and actionable across the organization.
Together, these decisions established one coherent direction for the combined business.
What we delivered
Naming
From LTIMindtree to LTM: simplifying the company’s name to create a clearer global identity, while preserving its connection to the L&T Group.
Brand strategy & positioning
Read moreDefining Business Creativity: a strategic position that connects human insight, intelligent systems, and domain expertise to the business outcomes LTM helps its clients create.
Visual identity
Read moreInformed by an analysis of 15 competitor brands, Brandpie recommended a distinctive coral-led identity, which LTM adopted to bring Business Creativity to life through expressive graphics, confident typography, and a simplified geometric logo.
Launch strategy & communications
LTM’s internal teams, supported by Brandpie, delivered a phased global rollout in just four months, bringing the new identity to more than 50 touchpoints across 40+ countries and to 88K+ employees. A coordinated launch, employee resources, and ongoing brand governance helped introduce Outcreate across the organization.
Defining the strategic brand positioning: Business Creativity
Technology capability is essential. But as AI becomes more accessible, the opportunity lies in how businesses combine that capability with human insight, creativity, and deep domain expertise.
For LTM, this became the foundation of a new strategic position: Business Creativity.
It brings together human insights and intelligent systems to help clients create greater value at the intersection of domain and technology expertise.
The idea captures what the combined organization can achieve by bringing its complementary capabilities together, shifting the conversation from the technology LTM delivers to the business value it helps clients create.
More than a marketing proposition, Business Creativity provides a common strategic foundation for how LTM communicates its expertise, connects its capabilities, and expresses its future ambition.
It’s time to Outcreate
Business Creativity defined the strategic position. Outcreate gave it a voice.
“It’s time to Outcreate” became a rallying cry for employees and a challenge to the market: think beyond established approaches, apply technology more creatively, and find new ways to create value.
For clients, it expresses LTM’s ambition to help businesses unlock new sources of competitive advantage.
For employees, it establishes a shared ambition that moves beyond legacy identities and connects their expertise to a larger purpose.
Outcreate gives Business Creativity a recognizable, actionable expression across the brand.
Launch approach
Bringing Outcreate to life
The transformation went beyond introducing a new name and identity. It was about creating a shared ambition that could be expressed consistently across LTM’s global business.
A simplified name established a clearer identity, while a distinctive visual system brought Business Creativity to life through confident typography, a vibrant coral palette, and expressive graphics.
Led by LTM’s internal teams, with Brandpie as strategic and creative partner, a coordinated global rollout introduced the new brand to 88K+ employees, clients, partners, and the wider market. Internal communications, practical brand resources, and ongoing governance helped ensure the identity could be adopted and applied consistently.
Together, these elements gave LTM a unified brand and a clear platform for communicating its next chapter as an AI-centric Business Creativity partner.
Let’s talk
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