Etching a brighter path
Establishing a semiconductor research and development ecosystem in Abu Dhabi in 2008, ATIC soon grew to be the world’s second-largest semiconductor manufacturing company. Seven years after launch, ATIC were ready to move onto the next phase of growth and engaged Eleven to help them rebuild their brand identity and take on a long-term brand guardianship role.
Unique visual language
Eleven were initially tasked with the challenge to refresh the brand identity and generate a bold new graphic language system, balancing any existing visual components deemed to have equity with an entirely new and distinctive visual identity.
Eleven developed a striking new gothic identity to replace the old serif acronym seen as being outdated and disconnected from the industry. The acronym letterform was re-drawn with matching medium weight letters and was tightly spaced. The ATIC 'Arc' was refined and repositioned for optical accuracy with the typography.
Fresh colour palettes were developed to reflect new growth areas within the industry. A new graphic device, the responsive 'ATIC Matrix' was developed to enhance all brand communications and to symbolise the striking light refraction patterns from a semiconductor wafer when held next to a light source.
Exponential change
With the enhanced and clearly differentiated brand and visual identity, ATIC was ready to expand beyond its original business plan. Soon after our rebrand was complete, ATIC was able to secure further financial security through a merger with Abu Dhabi based Mubadala, driving the creation of an innovative technological cluster in the heart of Abu Dhabi.
What we did
- Brand architecture
- Brand communications
- Brand identity
- Content strategy
- Digital transformation
- Employee engagement
- Experience innovation
- Messaging
- Naming
- Leadership alignment
- Visual identity
