AtlasNXT
Agency work
The challenge
AtlasNXT is a travel risk management and operational resilience platform that helps organisations find and communicate effectively with their employees, wherever they are in the world.
Most brands in this space focus on high-risk environments, but AtlasNXT wanted a strategy and identity that could cater to both those needs and promote the idea of operational resilience (where the risks are less about the safety of personnel or owned assets, and more about ensuring business continuity.)
Working as part of the Hallam team, we started by developing a brand strategy for AtlasNXT that centred around the idea of ‘urgent clarity’ – leveraging the fact that the platform provides a single pane of glass view of relevant, up to date information for operators to make the right decisions, quickly. A common pitfall of other brands in this space is that they are bolt-on services, whereas AtlasNXT was purpose-built for the job at hand.
The response
Building on this concept, we worked with AtlasNXT stakeholders to develop a brand identity that properly conveyed this offering. We used a bold, clear approach that hints at how AtlasNXT can turn disparate, lo-fidelity data into actionable, high-fidelity intelligence. A distinctive colour palette, including an accompanying bright “flash” colour gives the brand standout in the sector.
This approach also included developing a straight-talking tone-of-voice, a clear visual hierarchy and a photographic treatment that is unique to the AtlasNXT brand. The low-to-high fidelity style, coupled with a beacon that highlights the key subject, can turn run-of-the-mill stock photography into a branded solution with minimal effort.
The results
The resulting brand strategy and accompanying identity has seen AtlasNXT launch into the market with a clear position and an identifiable suite of brand elements, positioning them as the dedicated leader in this space.
