Two North East-based firms are setting their sights on the global stage, with creative agency Ryze crafting the brand for Latos – a fast-scaling data centre developer building a nationwide network of AI-ready sites to meet the UK’s growing infrastructure demands.
From positioning through to identity, messaging and digital design, Ryze created the Latos brand from scratch. As specialists in crafting brand experiences for fast-scaling tech and SaaS companies, Ryze brought a clarity and boldness designed to reflect Latos’ mission to build faster, smarter, more sustainable infrastructure and speak to customers in their language with no tech jargon and hyperbole.
The project marks the latest in a series of creative partnerships for Ryze across the tech and software landscape and comes as demand for UK data centres surges. Government investment in AI infrastructure is accelerating and NVIDIA recently identified the UK as a “critical node” in its global growth plans.
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David Smith, founder, Ryze (pictured), said: “The Latos brand evokes ambition, energy and a sense of clarity. Visually, we avoided the conventional clichés of the sector and instead built a brand that moves – a timeless modern foundation with a dynamic, confident colour palette and a distinctive icon set that adapts to different platforms and partners. It’s a future-facing brand for a future-building company.”
“We’re not interested in doing what everyone else does. The market’s already full of that,” said Peter Wilcock, board member, Latos. “Our vision is about scale and creating smarter, more agile builds that fit the needs of today’s digital infrastructure. Having a brand that reflects that disruption isn’t just useful, it’s essential. It’s how we connect with the right partners and show the market who we are.”
Latos is currently advancing 11 UK sites, with plans to build 40 facilities by 2030. Each site is built for high-performance compute and real-time AI, with standardised designs enabling faster rollout and regional delivery.
Smith added: “This wasn’t just about giving Latos a logo but about shaping a brand that could open doors, attract capital and be bold in a sector where most look and sound the same. That thinking runs through all of our work, whether it’s for a SaaS platform or data centre developer because strong branding isn’t defined by sector or subject matter, but by ethos and purpose.”
