ABM Intelligence was introduced to us by the great-to-work-with team at Altia Solutions, our long term clients, who were merging their companies to tackle new markets and opportunities. ABM were to be brought further into the Altia family and as a consequence, a full company re-brand was commissioned which included the creation of a cultural framework for the Nottingham-based company to help them define who they were, what they stood for and where they were going. The exercise would also be helpful in giving the ABM team a say in the creation of their own company’s values.


We sharpened our pencils, packed our bags and jetted off to Nottingham to work with the ABM team. We deployed a bespoke tool for ABM, one we now like to call the loft Listening Exercise, a mass crowd-sourced information gathering session conducted by all of our team to engage all of ABM’s employees.

We spoke to everyone, quizzing them about the characteristics of the company they were most proud of, the behaviours that most represented their company, and exploring the underlying beliefs and values that they felt underpinned those behaviours. This carefully created exercise was designed to give the employees the opportunity to shape the future of the business, to re-energise the entire workforce. We discovered that ABM employees were most proud of product innovation, their drive to always stay ahead of legislation so they could design software and solutions ahead of the curve. And they were incredibly proud to serve law enforcement.

The exercise enabled the employees to construct their own mission and values rather than being instructed, and these values were incredibly important with the formation of a new leadership team. Finally, we understood how important it was that the team buy into these values, so efforts were made with small things such as changing the language from traditional terms like ‘values’ and ‘mission statement’ to more general language like ‘who we are’ and ‘what we do’ — a small but significant change.


There were many high fives and light bulb moments; one clear breakthrough was discovering the potential impact of incremental gains, an attention to detail shining a light on improvements in all areas, at all levels — one less mouse click in a programme, multiplied across a team over a day makes a considerable difference.

ABM pitches its software products to a global audience and the company values are front and centre of every presentation, so this new framework — created and bought into by all employees — has a significant impact worldwide.

“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




CPUK approached the loft to help them communicate the essence of their brand. The nature of their services was very innovative and forward looking but they were looking for greater understanding from potential clients and a brand that meant something. We were asked to look at the entire brand from the strategy all the way to the design of each of the individual channels.


We wanted to get under the skin of the company, so we worked to find out what motivated and inspired the key stakeholders. The company was engaged in a large number of highly specialised activities and we wanted to find the guiding principles behind each of those activities? To find the true essence of the brand. Our research led us to ‘Restoring Balance,’ which was eventually used as a theme and found to be the phrase that best described what the organisation was about.

Once ‘Restoring Balance’ was unveiled as the key message, we worked on a range of concepts that were based on those words. The brand, photography, website design, print materials and brochure design were all inspired by variations of a circular theme that depicts the words ‘restoring balance.’


A new strategy, logo, brochure and art-directed photography all help to clarify the message of the brand.

“Working with the loft has been an incredibly uplifting journey. From what was becoming dated and obscure, we have a brand that is simple and packs an incredible punch in today’s competitive marketplace. Our brand is so important to everything we do as a business, so getting it right has helped us win more business. I would have no hesitation in recommending that you take this journey and beautifully define, why you do what you do.”

Yosof Ewing, Managing Director of CPUK