Last week, Netpeak Group announced that the company is preparing to rebrand to Fractal Group. dev.ua spoke in more detail with the company's CEO, Artem Borodatyuk, about the idea, reasons, and opportunities that the rebranding decision opens up.
The idea of rebranding Netpeak Group has been maturing since the beginning of 2022 and became a response to the natural transformation of the group of companies itself. However, we consciously approached this issue sometime in 2023, when it became obvious: developing under the old brand name means holding back our own potential.
Formally, the name Netpeak Group appeared in 2016, but it was not the result of a communication campaign or positioning, but more of a technical decision. We wanted to unite all the companies that in one way or another grew out of the Netpeak agency. The name stuck automatically, because the Netpeak brand already had high recognition and trust.
However, after 2016, the group's structure began to change rapidly and fundamentally. New businesses appeared that had nothing in common with the agency model — neither in terms of services, nor in terms of target markets, nor in terms of team. For example, Saldo Apps are global fintech products for small businesses, PDFLiner is SaaS for the American market, Choice31 is an online university in the IT field. These companies are not "affiliates" of Netpeak, and do not communicate their affiliation with the group to their clients.
We even identified 5 generations of company formation since 2006:
Moreover, the connection with the Netpeak brand is even a little harmful, because the name is associated exclusively with digital marketing due to a powerful digital agency that continues to grow rapidly despite its large scale.
That is why in 2023–2024, an active phase of internal discussions began: isn't it time to name the group differently — so that this name:
It was in these reflections that the name Fractal Group was born - as a philosophical and structural understanding of who we really are. Today, we truly function as a fractal: each company is similar to the others, but at the same time unique. Each carries the "code" of the group, but goes its own way. Everything is connected, but not centralized. It is a self-similar, living and open to change structure. And this is, perhaps, how the world itself is arranged :)
So our rebranding is not a marketing ploy or a cosmetic change to the logo, but an awareness of self-identity.
In 2024, we have already registered the corresponding TM, and the rebranding itself is planned for the second half of 2025.
A fractal is a mathematical and natural phenomenon, a structure in which each part is similar to the whole. And it is this that best describes the logic by which our ecosystem works.
We are not building a vertically integrated corporation. We are a system that constantly generates new companies. A kind of factory of businesses. That is why the name Fractal Group is so organic for us: it is about self-similarity, autonomy and endless development.
As for other options, there simply weren't any.
First, a fractal is by definition a complex structure, and a logo should be simple. This is where we got stuck in a paradox and still haven't agreed on the final version of the logo. We want it to be not just "beautiful", but symbolic, aesthetic, recognizable and without strange associations.
Secondly, rebranding is not a priority right now, as the team is focused on the concise course “For Managers” and is finishing the final proofreading of the book. Despite this, we have already told everyone that there will be a Fractal Group. We are preparing new courses, presentations, vacancies, PR — already on behalf of Fractal.
This is one of the strangest rebrands I've ever seen. But that's also our essence :)
I think that soon, when we close other projects, the team will once again take up the finalization of the visual part - and we will officially announce the rebranding.
