In an exciting collaboration, brand studio Athletics has revealed an impressive new branding work for renowned tech consultancy Reaktor. With an impressive roster of clients including the United Nations, adidas, and Netflix, Reaktor has cemented its position as a leading force in the digital world. The goal of Athletics was to create a cohesive identity system that would unify Reaktor's global teams, capture the essence of their passionate employees, and differentiate them from other tech consultancies.
The Chief Marketing Officer of Reaktor, Riikka Friman, expressed her satisfaction with Athletics' partnership, stating that the new branding and visual identity system is a true celebration of Reaktor's work and people. Founded in 2000 and now spanning 9 cities worldwide, Reaktor maintains a people-centric approach, valuing collaboration over technology.
Reaktor's identity is a well-kept secret in the cultural landscape, building custom software and powering digital products for major brands. However, the team at Reaktor remains humble and rarely boasts about their accomplishments. Athletics recognized this unique quality and aimed to preserve their personality throughout the rebranding process.
The resulting visual identity for Reaktor incorporates two layers: IQ and EQ. The IQ layer represents formality and structure, while the EQ layer showcases playfulness and organic elements. This duality reflects the professional expertise and creative magic that Reaktorians bring to every project. The brand platform, known as "Culture of Better," embraces progress as an interactive practice and informs both external marketing and internal company values.
To maintain the balance between IQ and EQ, Athletics developed a comprehensive design system. The website's exploration centers around the tension between the two characteristics, resulting in a visually captivating experience. The color palette draws inspiration from this dichotomy, combining vibrant tones with more subdued shades.
In the rebrand, Reaktor's existing "R" wordmark was subtly modified to enhance balance and incorporate a visual element that represents the contrast between IQ and EQ. Additionally, employee photography plays a crucial role in conveying Reaktor's Nordic humility and core values of care, autonomy, continuous learning, self-empowerment, and teamwork.
With Athletics' expert touch, Reaktor now possesses a powerful and cohesive branding and brand identity that captures their ambition and humble nature. This rebranding effort ensures that Reaktor stands out in the competitive tech consultancy landscape and continues to make a lasting impact on the digital world.
Branding and visual identity
For more information make sure to check out Athletics website