ABOUT CLIENT
GOALS
RESULT
Atria Brokers uniting several companies specializing in commodity, freight, and insurance brokerage, as well as market analytics. The company has maintained leadership in the Black Sea region. Atria Brokers works with a variety of grain crops, including: wheat, corn, barley, feed peas, sunflower, soybeans, rapeseed, sorghum, sunflower meal, soybean meal, rapeseed meal, vegetable oils, and other products.
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Change the company's current beliefs as a regional broker working mainly with small vessels (coastal vessels) to future beliefs as an international broker that effectively concludes deals with large-tonnage vessels, including Panamax vessels, and is a key player in the Europen market and, in the future, in the global market.
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Increase the desire to cooperate with the company among strong brokers with international experience.
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Following the launch of a new communication platform and corporate code revealing the company's history, vision, mission, core values, and advantages of cooperation, there has been an increase in recognition and engagement on LinkedIn, Reuters, and Bloomberg, as well as heightened interest from the media and invitations for our experts to attend global conferences.
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In seven months, the HR department was able to recruit six brokers with international experience in the markets of America, Brazil, Greece, Spain, France, Morocco, and Canada.
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The company entered the Brazilian market and significantly expanded its presence in Europe.
MARKET OVERVIEW
At the onset of our collaboration, the Ukrainian market was undergoing dramatic shifts: Russian brokers controlling nearly 40% of pre-2022 traffic had effectively exited, while traditional Panamax shipping routes (60–70k DWT) became largely inaccessible due to war risks and port restrictions. As a result, logistics restructured around coaster vessels (3–10k DWT), truck convoys, and rail transport, which now handle roughly 65% of export flows. This transformation opened an opportunity for agile, mid-sized companies to expand rapidly.
Atria Brokers, historically focused on coaster freight, seized this momentum to increase its market share from 6% to 14% within one operating year, extending its presence from Ukrainian and Romanian ports to key Mediterranean destinations such as Italy, Turkey, and Greece. Despite strong growth, the firm faced a perception challenge: many counterparties saw it as a tactical rather than strategic player — an operator with limited corporate sophistication.
KEY INSIGHT
More than 50 interviews were conducted with key stakeholders — from internal brokers and employees to global traders and suppliers — to understand the market’s needs and the company’s positioning.
In the brokerage business, profits are generated primarily through the conclusion of deals — a broker can earn 100% of the income by working simultaneously with both the buyer-trader and the seller. Smaller brokers, seeking to maximize short-term profits, sometimes try to keep deals secret.
However, international practice shows otherwise: the most successful brokers and traders put cooperation first.
During the strategic analysis of Atria Brokers' positioning, it became clear that international brokers highly value companies that promote a culture of openness, customer and trader exchange, and mutual support. It is these relationships that ensure faster, more reliable transactions and greater long-term profitability for all parties.
The financial report also confirmed this trend: the largest share of revenue came from transactions carried out in cooperation between brokers in the team. Based on this, it was decided to integrate the principle of cooperation and exchange of clients and traders into Atria Brokers' brand philosophy and communication strategy.
EMPOWER
EACH OTHER
To share our ideas and strengthen our shared culture, we developed a Corporate Code and launched
the Empower each other campaign. We have tried to weave Empower Each Other into every part of our value system—into the mission, vision, principles, and rules that guide our daily work.
BRAND Position Statement
Marketing Strategy
Target Audience
An international broker who sees long-term benefits in the mutual exchange of deals with a team of colleagues.
Brand positioning statement
For global brokers who seek stable, long-term client relationships and consistent deal flow, Atria Brokers is a global brokerage platform that empowers brokers to grow their business through collaboration, not competition. By offering access to an active network of like-minded brokers ready to share clients and opportunities and strengthen their personal brand in a highly relationship-driven market.
NEW BRAND IDENTITY
To reflect our current beliefs, convey our updated position, mission, and vision, and stop sounding like a small Ukrainian brokerage company engaged in river transportation, but rather to declare ourselves as a strong European player ready to cooperate with global market participants, we have created a new brand identity and completely rethought the visual concept of the brand.
The brand system of the brokerage company includes three brands: Atria Brokers, Atria Chartering, and Atria Insurance Broker. The visual language reflects the company's core values: partnership, unity, and globalization. Each symbol represents the core concept of its respective sub-brand: partnership, shipping, and protection. A grain effect is used in the graphics to emphasize the primary service the company delivers.
Seenmachines Team Id
present each broker in the team individually, we presented their profiles in the SeenMachines direction. This visual style reflects the themes of geography, globalization, and constant travel, with the passport serving as a symbol of their professional lives.
On LinkedIn, we built a strong communication platform by showcasing company achievements, global forum participation, and our mission and vision. Simultaneously, we secured media coverage in top outlets like Reuters, Bloomberg, and The Telegraph, as well as regional press across Europe, Brazil, and China — positioning our brokers as global experts.
