The pinnacle of personal touch

A logistics business that had grown organically over 40 years, ATC was expanding into mainland Europe and ready for its next phase of growth. We partnered to answer the question, how can we use brand to power this?

  • Brand expression
  • Verbal identity
  • Messaging toolkit
  • Visual Identity
  • Course brochures
  • Brand stationery
  • Key templates
  • Brand Guidelines
  • Brand Induction


We discovered tensions through immersion in ATC’s world. A family-run Irish business that operates internationally. Delivering at scale with a personal, premium touch. A proud 40-year legacy that’s become a catch-all for the expertise that underpins everything it does. But among these tensions, ATC is driven by meticulous obsession.

Our brand strategy embraces ATC’s contradictions and positions it in a league of its own. The new philosophy, ‘The pinnacle of personal touch’, captures ATC’s uncompromising dedication to perfection. Together with a new mission, employee and customer propositions and principles, this laid the foundations for brand expression.


The message, ‘Driving Forward’, and the forward device—an angle taken from ATC’s ‘A’—bring momentum to the brand.

Red is the brand’s connection to its past but was already familiar in the space. Through a diversified palette, we found a way for ATC to own it.

To bring clarity to ATC’s offer, we built a clean suite of easily understood icons and infographics. Bespoke versions allow flexibility among different audiences and markets.

We represent ATC’s pride in its people and the warmth of its interactions through photography, while a new grid system demonstrates precision through consistency of application.


We activated the brand across customer and employee touchpoints. From ID cards and letterheads to uniforms and trucks, ATC now has a coherent identity with new standards that match those of its high-tech customers.

We hosted a brand induction workshop for internal teams, to get everyone behind the thinking. And we continue to act as brand guardians, guiding the business as it drives forwards in its next phase of growth.

“The team at Rowdy took on this project with enthusiasm and care. They diligently worked with us from the foundations helping to refine our values and proposition right through to design output which we are hugely proud of. Rowdy played an integral role in this process, and it was a pleasure to work with a professional, creative and understanding company. We are delighted to continue working with Rowdy on other projects within the business and would not hesitate to recommend them.”

Christina Clarkin, Director MX3