Crossing the boundaries
When Atende Software, the largest provider of Internet TV services in Poland, split off from Atende SA at the end of 2020, it became clear that it would need a new strategy and branding. We faced the challenge of creating a capacious corporate brand with global opportunities while keeping the elements of the existing identification.
We started with in-depth interviews with management board representatives in order to better understand the nature of the company and its long-term plans. We also talked to a selected group of customers.
Thanks to this, we developed a record of the mission, vision, goals, and key values of the brand. Then, we smoothly moved to implementing them in new branding.
Modern technology companies often use the edge concept. They refer to it when they talk about edge computing or cutting-edge technologies. We decided to use it in visual identification.
How to show a normally elusive edge? Preferably with the help of light to make it visible. That is why we selected appropriate colour palettes for each brand. White light is associated with the main brand. Red was assigned to the protection of servers against DDoS attacks, and the set of tools for creating Internet TV – a colour transition evoking the colourful world of entertainment.
We also created consistent logotypes that combine the world of digital technologies and analog hardware. The entire system included complete visual and audiovisual identification, items of jobwork, a website, and office decoration elements.
RedgeTechnologies fulfilled the terms of the agreement with Atende SA on time. A new brand was created, which not only refers to the company’s achievements to date, but above all allows for the intended international expansion. After rebranding, the company announced cooperation with RKKVC – a venture capital fund whose mission is to jointly search for potentially breakthrough technologies. It also continues to strengthen its position on the Polish market by implementing its products, among others on video services for Wirtualna Polska.