Rufus Leonard rebrands Touchbase as Natilik

The IT and communications company has been named after a North American tribe whose navigation and survival skills were passed on to a famous Norwegian explorer.


Rufus Leonard has rebranded global communications brand Touchbase UC as Natilik, a name borrowed from that of the North American tribe which helped Norwegian explorer Roald Amundsen become the first person to reach the South Pole.

Natilik says the new name is an analogy for the way the company acts as “a confident guide” for its clients in IT and communications.

In 2010 Natilik – then Touchbase UC – acquired the UK side of the global business and sought independence.

A new five-year strategy will see the company open offices in New York and Sydney. Natilik chief executive officer Mike Danson says: “It was key that we took the final step to establish our own brand that is a true representation of how we operate and the role we play with our clients.”

The company already supports clients in more than 50 countries worldwide according to Danson.

To this end Rufus Leonard has created the proposition “The Confident Guide” and used cityscape and landscape photography as backdrops to help project this message.

Rufus Leonard executive creative director James Ramsden says that the visual and verbal identity will help Natilik “better articulate the services that drive their businesses” and adds: “The imagery is evocative of exploration and worldwide opportunity and the design language is confident, elegant, sharp, business focussed and digital ready“.


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