Atlas Rebrand
A complete visual overhaul for a global logistics company transitioning into the digital age.
Role
Brand Strategist
Services
Brand Audit, Strategy, Visual Identity
Tools
Figma, Illustrator, Notion
Year
2025
Overview
Atlas, a 30-year-old logistics company, needed a brand refresh that honored their heritage while signaling their digital transformation.
The Challenge
Balancing respect for established brand equity with the need for modernization. Stakeholders were protective of existing brand elements.
The Approach
We took a collaborative approach, workshops with leadership, surveys with employees and clients. The evolved identity retains the core brand colors but introduces a modern type system and icon language.
Results
Internal approval rating for the new brand reached 92%. The rebrand has been rolled out across 15 countries.
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