ATI recognized the need for a more meaningful brand to ensure a more consistent strategic execution of the brand at all touch points and for all its varied stakeholders. ATI engaged Throughline to analyze and revitalize its brand and differentiate, align, and communicate its brand value.
Informed by extensive interviews, market and competitive research, and immersion into the ATI brand, culture and history, Throughline identified three pivotal opportunities for the organization:
The result was a new ‘We Accelerate Impact’ tagline and narrative focused on the benefits ATI delivers, rather than just the services it provides. Throughline and ATI also created a new identity and messaging system to be deployed and managed across current- and future-state businesses. This system supports its sales teams with a more impactful and cogent story to strengthen the corporate brand.
“I personally want to commend you for your Herculean effort on this project. The design team was highly successful because of your guidance!”
- Elaine Sumera, Vice President - Business Development & Communications, Advanced Technology International
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