folder Filed in Rebrands Reveals Global Ambitions with Rebrand to
By Monica Stankova access_time 2 min read

Founded in Israel in 2019, Steps, a social mapping platform, offers an innovative way for users to find, bookmark, and share their favourite locations worldwide. In 2023, Steps embraced a new identity, rebranding as Atly, a name derived from the word “atlas”. This rebrand reflects the company’s commitment to broadening its scope and enhancing user experience in discovering global locations.

So, why Atly? This name links where we’ve been and where we’re going next! Fun fact: Just over 450 years ago, the world’s first atlas, Theatrum Orbis Terrarum, was published–and it was a total game changer. It was the first comprehensive and consistent collection of maps aiming to cover the entire known world! Abraham Ortelius, who put the “O” in “OG,” created that atlas, drawing on the work of many different cartographers in his mission to create the most accurate maps using the best sources. Hmm… That sure sounds familiar! Similar to how Ortelius’s atlas revolutionized map-making, Atly is revolutionizing the way people explore the world–through maps filled with the best information from the best sources: you! 

Atly’s team

Initially, the company operated on a .me domain extension, a country code top-level domain (ccTLD) for Montenegro. Startups often choose compromise domain extensions when they are not yet ready to invest in a .com domain that matches their brand name. This approach can have drawbacks like reduced web traffic, email misdirection, user experience challenges, and potential security risks.

Transitioning to is a strategic decision that brings multiple advantages. The new domain enhances the company’s brand recognition and makes it more accessible to users, thereby improving overall user experience and engagement. This change raises Atly’s profile in the market and extends its audience reach. The switch from a country-specific domain to a more universally recognised .com domain indicates Atly’s readiness for a broader, international presence, aligning with its mission to connect users with places around the globe. This move is a significant step in Atly’s journey, setting the stage for future growth and establishing a stronger connection with a global community of users.

Steps rebrands to Atly

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