The Solution: Vertical by Design. Instead of a drawn out, systematic process with numerous checkins and presentations. We built a “war room” workflow where strategy, legal, naming, and design ran in parallel.
The Strategy: We positioned the new entity not just as a tower company, but as a platform for vertical infrastructure—spanning towers, small cells, and fiber.
The Name: We filtered over 60 options for legal viability and semantic weight, landing on Verta. It signals verticality and truth (from the latin, veritas), sounding like a legacy player from day one.
We stripped away the industry clichés—no swooshes or waves, no literal tower icons. The resulting system is industrial, precise, and hyper-legible. It allows the “Vertical by Design” narrative to lead, with subtle cool-toned gradients to signal the movement of information and data across time and space.
In just over four weeks, we delivered a fully operational brand ecosystem including naming, identity, collateral, and a launch-ready web presence. The new brand successfully distanced the infrastructure assets from the confused legacy market perception. “Verta” provided a neutral, rallying banner for both Tilson and Arcadia teams to unite under.
