We Launch, an independent brand and digital agency, has partnered with tech transformation experts Atech to deliver a dynamic rebrand at a pivotal moment of growth for the business. A fast-growing sector leader, Atech required a brand which was truly disruptive and brought its ‘invisible’ technological solutions to life. Leveraging unique CGI imagery and a visual language which subverts sector stereotypes, the rebrand delivered by We Launch enables Atech to rise to the strategic opportunity ahead.

Atech’s mission is to deliver a personal, people-focused service that ensures its clients have the best technology at their disposal. However, its existing brand – created when Atech was at a much earlier stage in its life cycle – wasn’t doing justice to the work that its experts were providing behind-the-scenes. In-depth stakeholder interviews also re-affirmed the esteem in which Atech’s unrivalled personal approach was held by clients. The brand proposition therefore captures the power of Atech’s technology as much as the power of its people.

Working with renowned 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 and form developed to symbolise recurring ideas was then brought to life through energetic and hypnotic animations, which were also captured as compelling stills to work across a range of platforms.

A bold new logo celebrates Atech’s challenger attitude, with a vivid colour palette which acts to disrupt preconceptions of the sector. The lead colour of Shock Lemon disrupts preconceptions of the sector, whilst the supporting corporate colours of dark blues and greys work together to appeal to Atech’s mid-market audience.

Tim George, co-founder and chairman at Atech commented: “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. We Launch has done an expert job at capturing this, creating a dynamic Atech brand identity to be proud of.”

Matt Walpole, design director, We Launch commented: “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. Having worked with Atech on its original brand in 2013 – which had since been outgrown by the business – it felt like a natural fit when Tim asked us to bring his new vision to life.”