‘ABM Intelligence’ were introduced to us by our long-term client ‘Altia Solutions.’ Both companies were merging and we were asked to bring ABM further into the family by creating a new brand. A significant part of the project was to help the company define their culture before we began work on the identity part of the re-brand.


We were asked to give ABM employees the opportunity to shape their own brand and did this by speaking to every member of their team. We found, they were most proud of their innovation, the ability to stay ahead of legislation changes and also being a part of the law enforcement community.

The team were also passionate about ‘incremental gains.’ One less mouse click in a programme, multiplied across a team, over a number of days makes a considerable difference to a company’s productivity.

Finally, efforts were taken to help the ABM team buy into the exercise so we changed traditional terms like ‘values’ and ‘mission statement’ to more general terms like ‘who we are’ and ‘what we do.’


“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