Brand Strategy / Brand Identity / Marketing / Digital
Rebrand agency work for a leading construction company
Knutsford-based ATEL operates at the intersection of construction, technology and supported living, creating specialist developments for people with autism, learning disabilities and complex care needs.
With a strong heritage in the sector, the business had evolved significantly. The brand needed to evolve with it.
Working with the ATEL team, we began by looking beyond the logo. Through brand workshops, internal and external perception audits, and marketing and compliance strategy sessions, we explored how the business was perceived and how its identity needed to change to reflect a rapidly evolving social housing marketplace.
Local authority commissioners, funders and development partners increasingly expect more from specialist housing: quality, sustainability, innovation and environments genuinely tailored around the people who will live there. ATEL needed an identity capable of communicating those values while retaining the credibility and experience already associated with the business.
Better visual identity
Using our unique 7 step brand refresh process, we developed a bold, contemporary visual identity designed to position ATEL as a progressive business bringing together specialist development and modern building technology.
The existing identity was simplified into a more distinctive and legible marque, removing dated elements and introducing a forward-facing arrow to communicate progression and future technologies. A vibrant green and charcoal palette brought energy to the brand, with green providing a deliberate nod towards sustainability while giving ATEL the confidence and visibility of a challenger brand.
Rebrand of all marketing communications assets
The new identity was then carried across ATEL’s wider marketing environment, from digital and website creative to corporate communications and marketing collateral, creating a consistent visual language for the business.
Messaging including “Bringing Buildings to Life” and “Supercharging your building’s lifecycle” helped connect the physical development of buildings with the technology, services and thinking behind them.
Confident and modern visual language
The result is a brand that feels more confident, more innovative and more relevant to the changing supported living sector — while retaining the experience and trust ATEL has built with commissioners, funders and development partners.
A refreshed identity for a business helping to create the next generation of specialist homes.
