{"id":23792,"date":"2025-08-19T11:25:38","date_gmt":"2025-08-19T09:25:38","guid":{"rendered":"https:\/\/scroll.media\/2025\/08\/19\/netpeak-becomes-fractal\/"},"modified":"2025-08-29T01:21:26","modified_gmt":"2025-08-28T22:21:26","slug":"netpeak-becomes-fractal","status":"publish","type":"post","link":"https:\/\/scroll.media\/en\/2025\/08\/19\/netpeak-becomes-fractal\/","title":{"rendered":"Netpeak Becomes FRACTAL"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Artem Borodatiuk, founder of Netpeak Group, announced that the company\u2019s umbrella brand is now officially called FRACTAL.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Borodatiuk joked on podcasts and Q&A sessions that this is likely the most protracted rebranding in history, first mentioned in an interview with Oleh Artyshuk back in 2021. While the new name and intent for change have been known for some time, the official rebranding was delayed due to the full-scale war in Ukraine until now.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">From Netpeak Group to FRACTAL<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Netpeak Group name was introduced in 2015 and was derived from the first company in the group, Netpeak Agency. To highlight the umbrella structure, the word \u00abGroup\u00bb was added.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"712\" src=\"https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.10.24.png\" alt=\"\" class=\"wp-image-22748\" srcset=\"https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.10.24.png 1200w, https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.10.24-300x178.png 300w, https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.10.24-1024x608.png 1024w, https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.10.24-768x456.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Over time, confusion grew: several companies and products shared similar names, including Netpeak Software and its SEO tools Netpeak Checker and Netpeak Spider.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Differentiating between the agency, the products, and the group became increasingly complex.<br>\u00abIt was clear that the temporary name of the group had to change,\u00bb Borodatiuk explained.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">The new name, FRACTAL, reflects the mathematical concept of self-similarity: parts mirror the structure of the whole regardless of scale. Coined by French mathematician Benoit Mandelbrot in 1975, fractals exist at many levels of reality \u2014 from subatomic to cosmic.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Netpeak Group \u0441\u0442\u0430\u0454 FRACTAL\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/PirGDXYyzSs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Borodatiuk likens the concept to the company\u2019s structure: new businesses within the group adopt shared approaches to management, culture, values, and hiring, then develop their own subprojects. Examples include Netpeak Agency \u2192 Tonti Laguna startup studio \u2192 Kiss My Apps platform company. Like fractals, these groups grow irregularly and unevenly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">FRACTAL Today<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Currently, there are over 25 businesses under the umbrella. Average revenue growth of 77% year-on-year over the past four years.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"618\" src=\"https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.09.56.png\" alt=\"\" class=\"wp-image-22750\" srcset=\"https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.09.56.png 1200w, https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.09.56-300x155.png 300w, https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.09.56-1024x527.png 1024w, https:\/\/scroll.media\/wp-content\/uploads\/2025\/08\/znimok-ekrana-2025-08-19-o-11.09.56-768x396.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Brand designer Yevhen Velychev led the rebranding. Key elements include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sign variations: 12 different forms with internal transformational movement<\/li>\n\n\n\n<li>Logo color palette: main color black; additional colors white and PANTONE 2175 C, a deeper evolution of Netpeak Group\u2019s PANTONE 306 C, symbolizing maturity and dynamism<\/li>\n\n\n\n<li>20 color patterns and an achromatic version<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The company emphasizes that the correct spelling of the brand is in all caps: FRACTAL.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Artem Borodatiuk, founder of Netpeak Group, announced that the company\u2019s umbrella brand is now officially called FRACTAL. Borodatiuk joked on podcasts and Q&A sessions that this is likely the most protracted rebranding in history, first mentioned in an interview with Oleh Artyshuk back in 2021. While the new name and intent for change have been \u2026 <a title=\"Netpeak Becomes FRACTAL\" class=\"read-more\" href=\"https:\/\/scroll.media\/en\/2025\/08\/19\/netpeak-becomes-fractal\/\" aria-label=\"Read more about Netpeak Becomes FRACTAL\">Read more<\/a><\/p>\n","protected":false},"author":3,"featured_media":22749,"comment_status":"open","ping_status":"open","sticky":false,"template":"template-custom-post-without-sidebar.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[416],"tags":[690,631],"class_list":["post-23792","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-fractal-en","tag-netpeak-group-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Netpeak Becomes FRACTAL<\/title>\n<meta name=\"description\" content=\"Artem Borodatiuk, founder of Netpeak Group, 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