Nottingham-based, ABM Intelligence is a company and specialist provider of covert intelligence systems & software solutions. They were introduced to us by our long-term client Altia whilst both companies were merging. We were asked to bring the organisation further into the Altia family by creating a new brand.

We were asked that the brand should be visually appealing, more in the Altia brand style and most importantly give ABM’s long-standing employees a chance to define their own culture. The exercise would involve creating company values, and vision/mission statements.

The results would eventually shape the company’s operations, sales, client-service and staff on-boarding.


We wanted to create something the ABM staff themselves would be proud off. We spoke to every member of the company where we learned what worked, what didn’t, the team’s concerns about the past and aspirations for the future.

We discovered the team were proud of their ability to innovate, stay ahead of legislation changes and serve the law enforcement community. The development team were 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 the user-experience.

Additional efforts were taken to ensure the entire team bought into the exercise after it was finished. Traditional terms like ‘Values’ and ‘Mission Statement’ were updated to the more practical ‘Who We Are’ and ‘What We Do.’


A tremendous success, in addition to the great work mentioned above, the project significantly assisted in ABM’s tendering processes with an international government.

“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