Modernizing an aerospace brand to take flight.
Reimagined Atlas as a unified aerospace solutions partner.
We created a cohesive brand that brings all capabilities and locations together as “One Atlas.” A modern, audience-focused website elevated market perception, strengthened credibility, and supported customer acquisition and talent recruitment.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
Atlas grew through acquisition into five specialized aerospace companies.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
Atlas grew through acquisition into five specialized aerospace companies.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
Atlas grew through acquisition into five specialized aerospace companies.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
Atlas grew through acquisition into five specialized aerospace companies.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
Atlas grew through acquisition into five specialized aerospace companies.
Each operated under its own name, and few customers saw the full scope of what Atlas could deliver.
One Atlas
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
New leadership wanted Atlas to be seen as one integrated partner.
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
New leadership wanted Atlas to be seen as one integrated partner.
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
New leadership wanted Atlas to be seen as one integrated partner.
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
New leadership wanted Atlas to be seen as one integrated partner.
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
New leadership wanted Atlas to be seen as one integrated partner.
We interviewed leaders across the business, studied the competitive landscape and defined what customers, investors and future employees each needed to hear. That work led to a clear position: Atlas is a vertically integrated aerospace and defense partner that solves complex challenges others can't.
Brand architecture
One name across five locations
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
We also defined the role each location plays within the whole, giving leadership, sales and the website one consistent way to explain how Atlas works.
Brand architecture
One name across five locations
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
We also defined the role each location plays within the whole, giving leadership, sales and the website one consistent way to explain how Atlas works.
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
One name across five locations
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
One name across five locations
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
Brand architecture
One name across five locations
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
The Atlas Group became Atlas, and each company took on the Atlas name with its city: Atlas Wichita, Atlas Park City (KS), Atlas Phoenix, Atlas Philadelphia and Atlas Mexico. Former names stayed visible through the transition so existing customers could follow the change.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Each location is presented as part of one connected network.
Visual identity
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
The identity is designed to feel as precise as the work Atlas does.
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
The identity is designed to feel as precise as the work Atlas does.
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
The identity is designed to feel as precise as the work Atlas does.
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
The identity is designed to feel as precise as the work Atlas does.
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
The identity is designed to feel as precise as the work Atlas does.
An extended, confident wordmark, a palette drawn from aerospace materials such as titanium, carbon and bronze, and imagery that keeps the parts and the people behind them at the center.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
A dot-matrix treatment gives product imagery a consistent, technical look across the brand.
Website
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
The website presents Atlas as one company.
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
The website presents Atlas as one company.
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
The website presents Atlas as one company.
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
The website presents Atlas as one company.
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
The website presents Atlas as one company.
Visitors can explore by capability or by location, and every path tells the same story: specialized expertise working together as one integrated partner.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
On hover, each part shifts from photograph to line drawing.
Careers
A clear case for joining Atlas
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
A new story page explains how five companies became one and where Atlas is headed, so customers and candidates share the same picture of the company.
Careers
A clear case for joining Atlas
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
A new story page explains how five companies became one and where Atlas is headed, so customers and candidates share the same picture of the company.
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
A clear case for joining Atlas
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
A clear case for joining Atlas
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
Careers
A clear case for joining Atlas
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
Attracting talent was a core goal of the project, so careers has a prominent place in the navigation and puts the people of Atlas first.
Launch
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
We supported the launch inside the company as well as outside it.
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
We supported the launch inside the company as well as outside it.
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
We supported the launch inside the company as well as outside it.
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
We supported the launch inside the company as well as outside it.
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
We supported the launch inside the company as well as outside it.
We wrote the CEO's letters to employees and customers, the press release, the all-hands presentation and elevator pitches for leadership. Customers heard clearly what was changing and what wasn't: the same teams, the same contracts and the same certifications.
Impact
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
The brief asked us to present Atlas as one company, not five.
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
The brief asked us to present Atlas as one company, not five.
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
Brand
5→1
Five companies unified under the Atlas name.
Capabilities
8
Every capability, from sheet metal fabrication to spares support, presented in one place.
Audiences
3
Customers, investors and future employees, each with a clear path through the site.
The brief asked us to present Atlas as one company, not five.
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
The brief asked us to present Atlas as one company, not five.
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
The brief asked us to present Atlas as one company, not five.
That is how Atlas now goes to market, with one brand, one website and one story for customers, investors and future employees.
