The brand transition from Aeries Technology Group to ATG
Brand Positioning + Idenity Design + Website Design
In a nutshell
ATG, formerly Aeries Technology Group, is a global services company providing technology, business process management and consulting services to leading global organisations. With a proven track record of helping clients identify and deliver significant bottom-line improvements across finance, legal, HR and information technology services, Aeries was looking to communicate its growing ambition and technology-led approach. As a branding agency in Mumbai, we helped shape an identity that reflects this shift towards being more agile, nimble and fast in delivering solutions.
What we did
We began by understanding the brand essence and recommended that ATG create a purpose statement rather than focusing solely on brand positioning. Our belief was reinforced when we interviewed their clients and key stakeholders. Our impressions of the company being agile, flexible, and customizing solutions to suit each client highlighted the need to transition from Aeries Technology Group to ATG. The brand identity design reflects attributes harnessed by leveraging technology, with brand colors representing a new age. This process included articulating the purpose idea of "purpose built for you" and exploring the entire visual identity system, from corporate stationery to developing a robust website that brings ATG to life.
The essence of ATG lies in its unique business model, and the philosophy is purpose built for its clients. The identity and tagline express this belief.
