Branding Big Data


When technology companies grow and expand into new markets, they often face a challenge in properly presenting their brands in this larger context.


Altibase is a pioneer of real-time in-memory database systems based in Seoul, that was spun into a commercial entity from technology developed by the government of South Korea.


When Altibase expanded its footprint into the US market, it required a brand refresh to better present its offering in the United States.


The Perceptual Branding Innovation Process was applied to develop a fresh and updated Perceptual Corporate Identity Guide serving as the basis for the renewed Altibase brand.


Competitive research and Perceptual Brand Mapping techniques were applied to optimally position Altibase in the competitive landscape.  Our close collaboration with the CEO of Altibase Americas illuminated core brand principles of Speed and Stability.


With these principles in hand, a new logo was developed to strongly and clearly position Altibase in its expanding market.  A thorough and collaborative creative development process made use of over one hundred sketches to properly explore the visual brand potential, with the best concepts being revised into strong candidate logos.


These concepts were then iteratively refined with the Global CEO and finally the Chairman of the Board, incorporating the experience and insight of the executive team into a strong new brand foundation.


This foundation were then expanded into a comprehensive Perceptual Corporate Identity Guide for consistent brand collateral implementation online, in print, and physical signage.



The updated Perceptual Corporate Identity Guide was well received by the client, and was rolled out across all brand touchpoints. The Identity Guide served as the basis for a new online presence, as well as being implemented in the development of new case studies and other printed communications materials.


The new logo was fully implanted in large-scale physical building signage including a wall-sized internal visual wall installation at Altibase headquarters in Seoul. The strength and clarity of the new Altibase brand continues to shine through in its continued application through all brand and marketing touchpoints.

Perceptual Branding is a thorough and comprehensive brand positioning process that will help best communicate your enterprise or product in the competitive landscape.


We thoroughly research your competitive landscape, applying Perceptual Brand Mapping techniques to reveal how your brand would best be perceived in the context of your industry.


Our structured creative collaborative approach ensures the core values of your organization shine through your value proposition in a way that resonates with your clients or customers.

• Competitive Brand Research


• Perceptual Brand Mapping


• Cross-Cultural Communications


• Logo Development


• Perceptual Corporate Identity Guide




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