ABM Intelligence was introduced to us by our long-term client Altia Solutions. Both companies were merging and we were asked to bring the Nottingham-based Systems and Software provider further into the family by creating a new brand, one which would sit comfortably beside the Altia mark.

Before work would begin on the design of a new identity, we were asked to help define ABM’s culture. Both ourselves and Altia wanted ABM staff to take a leading role in the exercise of creating core values and a mission statement that they could use for operations, sales and service.


We spoke to every member of the 25-person team and during our interviews; we found they were most proud of their innovation, their ability to stay ahead of legislation changes and also being a proud part of the law enforcement community.

Their team were also incredibly 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.

Finally, efforts were taken to ensure the entire ABM team bought into the exercise after its completion so we changed traditional terms like ‘Values’ and ‘Mission statement’ to the more general ‘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, Group Client Manager for Altia-ABM