In rebranding the eCommerce software provider Art Technology Group to ATG, Tank created a complete brand system for both products and services. The simple logo and bold visuals translated ATG’s dynamic presence into a confident, approachable brand persona. Equity was protected by leveraging the existing brand mark into the new system.
To increase global adoption of the new program, Tank created an online resource intranet, brand rules and tools to help ATG efficiently implement and manage their standards internally and externally over time.
Innovator, ATG’s quarterly magazine, was created to reinforce the company’s market position via thought-provoking articles on industry advances as well as client case studies from some of the world’s top businesses. The quirky, mildly irreverent tone tempered the magazine’s technical content, making it engaging and eagerly anticipated by more than 30,000 readers.