We aim to eliminate what’s unnecessary and focus on what matters — optimising “the order of things” for a better world and a better future.
Altinteg is a global IT company specialising in intelligent automation across multiple industries – from retail and logistics to mining and infrastructure. With deep technical expertise and a powerful product suite, the company was ready to expand into new markets and strengthen its global brand positioning.
They collaborate with people, business processes, technologies and the environment to create a brighter future.
Altinteg’s mission is simple – to reduce the waste of money, time, resources and untapped potential. They aim to eliminate what’s unnecessary and focus on what matters — optimising “the order of things” for a better world and a better future.
By delivering RFID and 2D labelling solutions through integrated software and hardware. With 15+ years in international projects, they focus on business process optimisation to boost efficiency and traceability across industries.
Aliya Pogorelskaya, the company’s CEO, reached out to me for help with the company brand development and adapting the brand for an English-speaking B2B audience.
Her goals were ambitious:
- establish an impactful image of business, scale globally and
- present the brand clearly and professionally to new partners, stakeholders and clients.
What made this project especially exciting for me was its complexity – Altinteg’s product offering is highly technical, and articulating its value in a clear, engaging way was both a challenge and an opportunity.
Altinteg’s AI-powered solutions help businesses simplify processes, boost productivity and reduce operational risks. The company combines years of experience in automation with smart, responsible tech.
Their solutions use data and AI to solve real-world problems – data accuracy assurance, product quality control during the whole supply chain and eliminating waste of whatever: goods, time, other resources from making the area of work safer to improving customer loyalty in retail.
Project scope:
- Brand narrative and messaging
- Brand definition and unique value proposition
- Tone of voice for a tech company
- Customer avatars (buyer personas)
- Brand dictionary and anti-dictionary
- Copy examples for website, emails and posts
- Strategy for adapting brand messaging for international markets
The story
The first step was a deep discovery session with Aliya to understand the full scope of the business, their goals and the unique challenges of scaling into new regions. From the very start, this project was built on trust and transparency – which proved essential, as we were navigating a complex technical product and multiple global markets.
To shape the brand story, I took time to understand Altinteg’s work in industries like mining, retail and logistics. We explored how automation improves safety, efficiency and sustainability. Together with Aliya, we turned these insights into clear, strategic messaging.
I crafted a full brand guide, covering everything from the brand’s tone of voice and customer personas to its values, mission and tagline. This included a clear description of the name, unique positioning and the emotional drivers behind the brand. We also outlined communication standards that the team could apply across markets – ensuring consistency as they grow.
One of the most rewarding parts of the process was creating detailed buyer personas – three well-defined client profiles that describe their backgrounds, goals, challenges, and the exact value Altinteg offers them. These helped the team see their audience through a sharper lens and speak directly to their needs.
The reward:
The result? Altinteg now has a strategic brand guide and communication assets that support their global brand positioning and expansion. With clearly defined messaging, a confident tone of voice, and a refined understanding of their audience, the team is well-equipped to reach new markets with clarity and impact.
Even two years later, the brand narrative we created is still in use – proving its strength, adaptability and lasting value as the business continues to grow.
On a personal note, Aliya and I built not just a strong professional collaboration, but a wonderful friendship along the way. We stay in touch and exchanging our experience across the globe.
If you need help setting up for global growth, explore my services for refined brand positioning and clear messaging.
The reward:
Entering a new market is a difficult task. Even if you know the language, it’s important to understand its nuances, terminology, communication norms, and how to attract attention to your product or service.
I can say with confidence that Anna Mezhina can help with this. Thanks to her support, I achieved my goals in a short period of time. On my own, it would have taken me much longer.
Anna not only helped me achieve excellent results but also learn about key aspects of the market, refine my strategy, and understand the subtleties of communication. Her perceptive questions, based on professional market analysis, helped me realise what truly matters.
I recommend Anna as a reliable and professional partner for anyone entering the Australian market. And during our time working together, she became a close friend as well.