ARAD: Our Story
In ancient times, Norsemen tribes were nomadic, and not through choice: the scarcity of natural resources forced them into a life constantly on the move, often in the direction of unknown territory.
This had such a profound impact on their mindset that the tribes created their own specific rune, the rune of Rad, to symbolise journey, transformation, adaptation, and evolution.
Rad represents the archetype of travel, pushing us to make courageous choices and guiding us far away along unexplored paths towards new ideas, goals, and destinations.
Rad therefore allows access to a deeper understanding, promotes change, and breaks us free from stagnation: it reminds us that we must keep moving forward, step by step, letting go of the fear of adversity.
We believe that we must always be ready to embark on ambitious journeys in search of new horizons and knowledge, because staying in our comfort zone, waiting for the easy answer to fall out of the sky, will always lead to failure.
And so the message behind Rad really resonates within us: if we are to survive and thrive, change is not an option, but a necessity. Change should not be seen as a threat but accepted and encouraged for the wisdom and prosperity it brings along the way. Fast-forward thousands of years since ancient Norsemen times, and the backdrop has changed, but the message remains.
The transformation we now face is digital, and we have no choice but to be part of it, but for many, this is still a somewhat frightening prospect.
We want to help.
We want to pave the way towards a future where “digital” and “physical” are no longer distinct worlds, but two faces of the same seamless reality.
A world where “digital” is familiar to everyone, especially in the business sphere, and makes people's lives easier. We want to guide, inspire, and race towards the finish line, together.
We believe that every journey begins in the same place: “A”. And so for us, the Greek letter Alpha symbolises what every business needs to take those first steps: the desire to change.
That’s why we’ve put “A” at the start of our own personal journey, to remind us where we came from and the transformation that lies ahead.