Despite inconsistent branding, the business philosophy provided a great foundation to build from. As a newer company, Atlas’ brand values needed polishing into a concise brand mission. With this in mind, we saw the need to differentiate Atlas to cut through the noise. The challenge was in building a strong cohesive strategy, growing existing marketing channels and uniting these through consistent messaging and concentrated audience targeting. 

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Creative Strategy

We worked with Adam Studios to identify the target customers, we shaped a groundbreaking look for Atlas that was inspired by new creative and wellness culture that intersected with lifestyle trends. Eloquence strategically selected the colors, fonts, designed uniforms, business cards, and carved out a distinct tone of voice. We presented these in the Atlas brandbook — a thorough set of guidelines with Adam Studios to build the brand identity and to ensure smooth branding implementation that endures.
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Results

We distilled Atlas’ philosophy of wellness and holistic wellbeing through the concepts of ‘form’, ‘progress’, and ‘system’, before aligning it with a streetwear aesthetic that is at once contemporary, upbeat and situated at the forefront of modern wellness culture. This allowed them to connect with younger fitness and health enthusiasts the brand caters to.

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