ABM Intelligence (now Altia-ABM) is a Nottingham based company and a specialist provider of covert intelligence systems and software solutions. They were introduced to us by our long-term client Altia Solutions whilst both companies were merging and we were asked to do a little employer branding (create a brand for the employees as well as customers) to bring the organisation further into the family and create a new brand, one which would sit comfortably beside that of Altia.

A major part of this exercise would be the creation of company values, a vision and mission statement. We were asked that ABM staff take a lead role in the exercise – one that would eventually shape the company’s operations, sales and client-service.



We spoke to every member of the company’s large team, a priceless exercise as we learned a huge amount about the company’s culture – what worked, what didn’t, the team’s concerns about the past and aspirations for the future. We were very quickly able to determine a number of patterns from our interviews.

We discovered that, amongst other things, the ABM team were most proud of their ability to innovate, stay ahead of legislation changes and serve the law enforcement community.

The development team was particularly passionate about incremental gains – ‘one less mouse click in a programme, multiplied across a team, over a number of days makes a significant difference to a client’s productivity.’ This was key to what the company stands for and a tremendous development in our work with the developers.

Finally, efforts were taken to ensure the entire ABM team bought into the exercise after its completion, so we adapted traditional terms like ‘Values’ and ‘Mission Statement’ to the more practical ‘Who we are’ and ‘What we do.’



The creation of values for ABM Intelligence was a tremendous success with our work being used to help in the tendering process (with an international government no less,) on-board new staff and influence decision-making – particularly with the technical team.

“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, Group Client Manager for Altia-ABM

You can find some other great example of employer branding at 10 awesome employer brands or check out our full-length case-study with Altia-ABM.