The Pinnacle of Personal Touch: A logistics business that had grown organically over 40 years, ATC was expanding into mainland Europe and ready for its next phase of growth. We partnered to answer the question, how can we use brand to power this?
Finding Clarity and Confidence: We discovered tensions through immersion in ATC’s world. A family-run Irish business that operates internationally. Delivering at scale with a personal, premium touch. A proud 40-year legacy that’s become a catch-all for the expertise that underpins everything it does. But among these tensions, ATC is driven by meticulous obsession.
Our brand strategy embraces ATC’s contradictions and positions it in a league of its own. The new philosophy, ‘The pinnacle of personal touch’, captures ATC’s uncompromising dedication to perfection. Together with a new mission, employee and customer propositions and principles, this laid the foundations for brand expression.
Driving Forward with Expression: The message, ‘Driving Forward’, and the forward device—an angle taken from ATC’s ‘A’—bring momentum to the brand.
Red is the brand’s connection to its past but was already familiar in the space. Through a diversified palette, we found a way for ATC to own it.
To bring clarity to ATC’s offer, we built a clean suite of easily understood icons and infographics. Bespoke versions allow flexibility among different audiences and markets.
We represent ATC’s pride in its people and the warmth of its interactions through photography, while a new grid system demonstrates precision through consistency of application.
The Next 40 Years: We activated the brand across customer and employee touchpoints. From ID cards and letterheads to uniforms and trucks, ATC now has a coherent identity with new standards that match those of its high-tech customers.
We hosted a brand induction workshop for internal teams, to get everyone behind the thinking. And we continue to act as brand guardians, guiding the business as it drives forwards in its next phase of growth.
- Agency/Creative: Rowdy Studio
- Article Title: Rowdy Helps ATC Find Clarity and Confidence Through Brand
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: United Kingdom
- Agency/Creative City: London
- Market Region: Europe
- Project Deliverables: Brand Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Mark, Brand Redesign, Brand Strategy, Brand Tone of Voice, Branding
- Industry: Transport
- Keywords: logistics, transport, computer, security
Branding: Rowdy Studio