Becoming Alistar
Bringing nine specialist technology companies together under one strategy and identity.
Situation
ESC Group had grown into nine specialist technology companies. Together they represented more than 700 people across six countries, each bringing its own name, reputation and way of communicating. The challenge was to create one recognisable group brand without erasing the value already built within its companies.
Approach
Over six months of co-creation, we defined what the companies shared: progress through the union of people, data and technology. We named the group Alistar and developed an endorsed architecture that let each company transition at its own pace. This became an identity built around "Partners in progress", the United Shapes and a voice that thinks tech but speaks human.
Result
Alistar launched in February 2025 with nine endorsed labels under one group identity. Because the brand grew from the organisation's own beliefs, language and ambitions, it gave teams a shared story without asking them to discard their history. The system has since supported the integration of labels such as Logic Vision and the group's continued growth beyond 930 employees.
“CreateNew didn't arrive with a finished answer. They worked alongside us, brought together perspectives from across the group and helped us recognise what was already there. The result feels genuinely ours: a shared identity that gives us direction while respecting where each company came from.”