ATI Project

From Architecture Studio to Global Top Firm: Evolving Brand Perception

ATI Project

Creating a better reality: a complete rebranding to relaunch the corporate image of Italy’s third-largest architecture firm.

Skills
Content creation
Digital product design
Front/back end development
Marketing analysis
Strategic branding

Services
Analysis and insight research
Brand strategy
Brand design
Content strategy
Content production
UX/UI
Web design

Year
2021 - Ongoing

Website

Creating a better reality: a complete rebranding to relaunch the corporate image of Italy’s third-largest architecture firm.

Growing well and growing fast is never easy, and it can lead to a misalignment between brand positioning and the company’s actual standing. In 2020, ATI Project found itself in exactly this situation. Although it was an emerging and successful brand, the firm was not perceived for its true value — especially by the audiences considered most strategic.

Following a thorough stylistic and strategic industry analysis, we developed an integrated rebranding project that touched every area of corporate communication: from the corporate image to institutional content, aligned with the reference sector; from experiential content — such as photography, renderings and videos — to case studies and blog content designed to nurture the top of the funnel.

Website

The client

ATI Project is an international firm specializing in integrated architectural and engineering design. Thanks to the expertise of a young, visionary and highly motivated team, in just 10 years of activity the company has achieved rapid and steady growth, reaching 350 collaborators and €25 million in revenue. It is no coincidence that in the ranking of the best Italian architecture firms included in the “Report 2022 on the Italian Construction, Architecture and Engineering Industry”, ATI Project ranked among the top five companies in 2021.

The firm offers a wide range of comprehensive technical services in integrated design, project management and tender management. Major commissions come from the public sector (education, healthcare, sports, urban regeneration, culture) and from private clients such as large real estate companies, general contractors and asset management firms (residential, hospitality, office, commercial and industrial sectors). The complexity and volume of projects reflect the firm’s global growth: in addition to its headquarters in Pisa, ATI Project now has offices in Milan, Belgrade, Odense, Paris, Copenhagen and Geneva.

The challenge

In a stylistically advanced field such as architecture, corporate image is a fundamental element in shaping an accurate brand perception. Moreover, compared to the public sector, the private sector stands out for its greater attention to the quality of all corporate content.

Objectives
The marketing objectives were closely linked to the need to elevate the perceived quality of the ATI Project brand, aligning it with its true value in relation to competitors and target audiences.

Enhance the brand image within the private sector.
Rebalance the client portfolio and revenue share between public and private sectors.
Increase the profitability of the average hourly revenue.

The solutions

The project developed for ATI Project covered virtually every aspect of corporate communication, including the many tools and materials distributed during events and team-building activities organized by the company:

Strategic and stylistic analysis and development of the related communication plan.
Logo design in line with the stylistic standards of the Architecture sector.
Design of the corporate identity, communication format and Brand Book.
Review and development of corporate textual content.
Review and development of product-related textual content (services and case studies).
Production of a corporate video and a website intro video.
Execution of a corporate photo shoot.
Review of visual content related to the featured projects.
Design, development and launch of the new corporate website.
Design, development and launch of the new corporate blog.
Implementation of an integrated solution for the creation and management of DEM campaigns.
Development of editorial plans for both Blog and Social channels, along with support in content creation activities.
Redesign and layout of the corporate brochure and sector-specific brochures.
Support, setup and management of Ads and Social campaigns.