A real quantum leap, new horizons and new opportunities for growth. After several years of rapid growth, Altia had effectively positioned themselves to be able to make an acquisition and bought ABM Intelligence, a Nottingham-based covert systems and software provider. A tremendous opportunity for both companies, and as a result, ABM Intelligence would be completely re-branded in the style of Altia. Altia and ABM had separate brands for over a year, became Altia-ABM for several years and are now known simply as Altia. The entire re-brand gave the loft the opportunity to strengthen the overall message, to begin to document the strong culture of the organisations and build an even stronger, more professional brand identity. The loft provided a wide range of support on messaging, values, vision and mission alongside the visual parts of the re-brand.

A brand marketing case-study for software companies, ABM Intelligence logo Re-branding ABM Intelligence, the loft re-branded all of ABM Intelligence’s key communications in line with the Altia brand. The bold and eye-catching new ABM Intelligence logo above.



A brand marketing case-study for software companies, final vision, mission and values exercise.

A brand marketing case-study for software companies, values, vision and mission exercise. Creating a more harmonious merger, in addition to the software group branding, the loft helped bring both companies together with a series of individual (then collective) culture exercises. A tremendous project helping to bring people together, clarify sales messages and also put a framework in place for operations, recruitment policies, etc. More info on full exercise >>>


 Updated product branding. Updated product images

A new truly global brand and looking like one, all associated company and product brands were re-styled for maximum consistency.


New ABM Intelligence campaigns in the new brand style.


New temporary software group branding for Altia-ABM Canada.



A brand marketing case-study for software companies, SOCEX Brand Guidelines Enabling others with brand succession documents, some of the final activities we carried out for the now Altia-ABM Group (recently re-branded back to Altia) were creating stakeholder-friendly brand guideline documents. These showcased not just the rules for the brand but how the rules can be applied in a practical sense.




“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 with changes and both the identity and cultural aspects of the new brand have been a great help to us in re-posiitoning the organisation and getting our message across. We very much enjoyed working with them, highly recommended.”

Paul Hardman, Business Relationship Manager of ABM Intelligence





A brand marketing case-study for software companies, images of Altia MD Ian Watson

A great behind-the-scene shot of Loft Founder Benedetto and Altia Managing Director & Co-Founder Ian Watson (now retired) who remain good friends.



A brand marketing case-study for software companies, overall impact.

The loft worked with Altia from 2013 to 2020, the company was sold in 2021.




“The loft’s work has helped to create a group brand image that is now part of the company’s culture and has definitely helped in our world-wide growth. Benedetto is good fun to work with but always very serious about his creative work. “

Ian Watson, Founder/Managing Director of Altia Solutions, Founding Partner of SOCEX & CEO of Altia-ABM