We were delighted to meet ABM Intelligence, a Nottingham-based provider of Covert Intelligence systems and software, when they were introduced to us by our long-term client Altia Solutions. Both companies were merging to tackle new opportunities and we were asked to bring ABM further into the family by re-branding the organisation. Part of the branding exercise included helping the company create a set of values to define who they are, what they stand for and where they were going.


We were asked to give ABM’s employees the opportunity to shape their own brand and we did this by speaking to every member of their team, quizzing them about the company and getting to know what they were most proud of whilst exploring their underlying beliefs.

We discovered that ABM employees were most proud of their team’s innovation, their ability to stay ahead of legislation changes and they were particularly happy to be a part of the law enforcement community. One breakthrough was discovering the teams desire to create ‘incremental gains’ with their software. In practice, one less mouse click in a programme, multiplied across a team, over a number of days makes a considerable difference to the end-user’s productivity.

Finally, efforts were taken to help the ABM team buy into the exercise so small activities such as changing the language from traditional business terms like ‘values’ and ‘mission statement’ to more general terms like ‘who we are’ and ‘what we do,’ were also carried out.


ABM pitches its software products to a global audience and the company values, created and bought into by the whole team, are front and centre with every presentation.

“The loft helped us to create a new brand after our merger in 2016. They went to great lengths to talk to everybody in the company, they were always responsive to changes and both the identity and cultural aspects of the new brand have been a great help to us in re-positioning the organisation and getting our messages across. We very much enjoyed working with them, highly recommended.”

Paul Hardman, Business Relationship Manager of ABM Intelligence