Atlas
2024
A brand system that ships at the same speed the product does.
Atlas had outgrown the wordmark a co-founder drew in 2019. We rebuilt the identity with a tokenised system that engineering, marketing and product could actually use.
What we walked into.
Inconsistent brand across 14 surfaces, six logos in active use, and a design team spending half their week answering 'is this on-brand?' tickets.
How we engineered it.
- 01
Audited every surface — product, web, social, sales decks, support — and mapped the gaps.
- 02
Designed a flexible mark with a constrained motion language and three voice modes.
- 03
Shipped the system as design tokens, a Figma library, and a public brand site for partners.
- 04
Ran two enablement workshops with marketing, product and partners.
One source of truth across every surface. Brand-review tickets dropped 86% in the first month. Time-to-publish for marketing pages cut from 11 days to 2.
"The system is so clear that even our sales team ships on-brand decks now. That used to be impossible."