We Launch rebrands Atech at ‘pivotal moment' in business growth

Brand and digital agency, We Launch, developed a dynamic rebrand for tech company Atech, at a ‘pivotal’ moment of growth for the business. Atech needed a brand that appeared disruptive, bringing its invisible tech solutions to life.

Atech’s mission is to deliver a personal, people-focused service that ensures its clients have the best technology at their disposal. However, Atech felt its existing brand wasn’t doing justice to the work that its people were providing behind-the-scenes.

“Our legacy brand had served its purpose, and it was time for a redesign which reflects who and what we are today: a fast-paced, cutting-edge, cloud services business servicing some very exciting mid-market clients,” says Tim George, co-founder and chairman at Atech.

Working with 3D artist Peter Crowther, We Launch incorporated CGI imagery into the new identity, developing a suite of scenes to add a ‘physicality’ to the core Atech services. Each geometric shape developed to symbolise recurring ideas was brought to life through animations, which were also captured as stills to work across a range of platforms.

“Our focus was on positioning Atech as truly forward-thinking within the mid-market technology sector. We felt the creation of unique and ownable abstract imagery would be the most effective brand element in bringing across Atech’s problem-solving approach, so we were thrilled that Atech was so on board with the idea of embedding CGI assets into the core of the brand,” says Matt Walpole, design director, We Launch .

The new logo aims to celebrates Atech’s ‘challenger attitude.’ The vivid colour palette, centred around ‘Shock Lemon,’ was chosen to disrupt preconceptions of the sector, whilst the supporting corporate colours of dark blues and greys work together to appeal to Atech's mid-market audience.