How we did it:
First we redefined Atom’s brand principles to better help inform our visual hypotheses. Next we took the newly formalized brand principles and used them as a framework to evaluate all future decisions through the filter of 5 key concepts.
Next we built a brand that manifests itself in many different ways visually whilst embodying the brand principles as well the functionality, simplicity, and flexibility to work on any medium or device.
Working big to small; the big principle questions are answered when then moved on to all individual cases.
The Atom visual identity caters to our complex needs as a brand at every touch-point.