Fara Kuchkarov, Depot strategy director: «The company was led by a desire to combine the two businesses under a common brand, developing a single platform for it. At the same time, the owners had an understanding that the audience and products of existing projects are very different. Based on the results of the strategic session, it was decided to keep two separate names and create a visual “umbrella” for them — that are common corporate identity standards.
The name of the trading company became the imposing Newton, equally understood by Russian customers and foreign partners. For the production part, it was decided to retain the abbreviation ITM (full name - Innovative Technologies of Metalworking), giving it a fresh graphic "sound".»