Reimagined visual identity for a scaling financial planner

• Brand refresh
• Website
• Design
• Content

We started by focusing on the logo. The existing mountain motif worked well, linking the brand name with aspirational symbolism. However, the original version was too detailed and wasn’t functioning effectively as a recognisable logomark. We reimagined the iconic mountain range in a sleeker and more contemporary style. A hand-drawn mountain was introduced as an additional graphic element to be used cross the website and other materials.

In terms of colour, we fleshed out the palette using the original blue as inspiration. We opted for a richer hue and introduced a contrasting orange to be used as a striking accent. The orange evoked the “sunrise/set” you’d see more clearly at the top of a mountain. Two gradients were also added to create even more texture.

In tandem with the brand development, we conducted an audit of their website to identify any issues with performance, content, and design. All recommendations were outlined in a report. Once the new branding was finalised, we updated the visuals across the website to reflect new identity. We also got to work implementing our recommendations from the audit, including layout changes to make the site more responsive and bringing more visual consistency.

One of Atlas’ key messages was their ability to offer a highly personalised service, with a focus on building long-term relationships. Their existing copy jarred with this, as it was too generic and lacked a consistent, authentic tone. We redrafted the content to better reflect their brand values and speak to their audiences’ circumstances and needs. Elsewhere we arranged high-quality photography to replace stock images and show the faces (and paws) behind the brand.

For the Your Journey webpage, we created a custom infographic to help prospective clients to visualise the process, motivated by the bright horizon atop the mountain. We also produced business cards and an email signature to maintain consistency and professionalism across all points of client interaction.