Atera brand refresh
I led an in-house brand refresh for Atera, starting with a comprehencive research into how the existing identity was used and where it needed to evolve.
The work included refining the illustrative language, creating a new photographic language, making a new avatar system, and a clearer color system.
I also developed AI-based work processes for the team, enabling faster, more consistent production and bringing every part of the brand together across campaigns and daily marketing assets.
My part
Research, Illustrative Language, Photographic language, Avatar system, Color system, AI work processes
Intro
I led a broad visual research phase covering around 60 companies, including 12 direct competitors. I divided the team into groups, each producing focused reports that became case studies, which were presented to management and formed the strategic basis for the brand refresh.
Illustrative Language
The problem
Over time, Atera’s retro-futuristic illustration language became inconsistent, as the creative team produced work in widely varying styles due to time constraints and the absence of a unified direction and structured process.
My work
I developed a cohesive illustration language and created a structured prompt and workflow for producing stylistically consistent illustrations, closer to the original branding, tailored to our target audience, and faster to execute.
Photographic Language
The problem
The existing identity did not include a defined photographic language, leading the team to create improvised, inconsistent solutions whenever authentic imagery was needed.
My work
I established principles for lighting, environments, wardrobe, composition, and casting, then created an AI workflow for producing authentic, diverse, and consistent photography.
New Avatars
I also developed an avatar system with named characters and color-coded backgrounds, making it easier for the team to identify, select, and reuse the right avatar across different assets.
Color system
The problem
The original palette included colors that were rarely used in practice or no longer reflected the brand’s values. It also lacked the supporting shades needed for different applications, limiting flexibility and consistency.
My work
I removed unnecessary colors and expanded the remaining ones into balanced tonal ranges. The updated palette was tested across multiple applications and refined collaboratively until the team agreed on the final system.
Unified Assets
Finally, I developed a flexible framework for bringing all these elements together into coherent compositions, enabling the team to create a wide range of assets while maintaining consistency and strong brand recognition.
Other Projects
Atera brand refresh
I led an in-house brand refresh for Atera, starting with a comprehencive research into how the existing identity was used and where it needed to evolve.
The work included refining the illustrative language, creating a new photographic language, making a new avatar system, and a clearer color system.
I also developed AI-based work processes for the team, enabling faster, more consistent production and bringing every part of the brand together across campaigns and daily marketing assets.
My part
Research, Illustrative Language, Photographic language, Avatar system, Color system, AI work processes
Intro
I led a broad visual research phase covering around 60 companies, including 12 direct competitors. I divided the team into groups, each producing focused reports that became case studies, which were presented to management and formed the strategic basis for the brand refresh.
Illustrative Language
The problem
Over time, Atera’s retro-futuristic illustration language became inconsistent, as the creative team produced work in widely varying styles due to time constraints and the absence of a unified direction and structured process.
My work
I developed a cohesive illustration language and created a structured prompt and workflow for producing stylistically consistent illustrations, closer to the original branding, tailored to our target audience, and faster to execute.
Photographic Language
The problem
The existing identity did not include a defined photographic language, leading the team to create improvised, inconsistent solutions whenever authentic imagery was needed.
My work
I established principles for lighting, environments, wardrobe, composition, and casting, then created an AI workflow for producing authentic, diverse, and consistent photography.
New Avatars
I also developed an avatar system with named characters and color-coded backgrounds, making it easier for the team to identify, select, and reuse the right avatar across different assets.
Color system
The problem
The original palette included colors that were rarely used in practice or no longer reflected the brand’s values. It also lacked the supporting shades needed for different applications, limiting flexibility and consistency.
My work
I removed unnecessary colors and expanded the remaining ones into balanced tonal ranges. The updated palette was tested across multiple applications and refined collaboratively until the team agreed on the final system.
Unified Assets
Finally, I developed a flexible framework for bringing all these elements together into coherent compositions, enabling the team to create a wide range of assets while maintaining consistency and strong brand recognition.
Other Projects
Atera brand refresh
I led an in-house brand refresh for Atera, beginning with comprehensive research into how the existing identity was being used and how it needed to evolve.
The work included refining the illustrative language, creating a new photographic language, developing an avatar system, and establishing a clearer, more flexible color system.
I also introduced AI-based workflows for the team, streamlining the process, improving production consistency, and bringing every part of the brand together across campaigns and everyday marketing assets.
My part
Research, Illustrative Language, Photographic language, Avatar system, Color system, AI work processes
Intro
I led a broad visual research phase covering around 60 companies, including 12 direct competitors. I divided the team into groups, each producing focused reports that became case studies, which were presented to management and formed the strategic basis for the brand refresh.
Illustrative Language
The problem
Over time, Atera’s retro-futuristic illustration language became inconsistent, as the creative team produced work in widely varying styles due to time constraints and the absence of a unified direction and structured process.
My work
I developed a cohesive illustration language and created a structured prompt and workflow for producing stylistically consistent illustrations, closer to the original branding, tailored to our target audience, and faster to execute.
Photographic Language
The problem
The existing identity did not include a defined photographic language, leading the team to create improvised, inconsistent solutions whenever authentic imagery was needed.
My work
I established principles for lighting, environments, wardrobe, composition, and casting, then created an AI workflow for producing authentic, diverse, and consistent photography.
New Avatars
I also developed an avatar system with named characters and color-coded backgrounds, making it easier for the team to identify, select, and reuse the right avatar across different assets.
Color system
The problem
The original palette included colors that were rarely used in practice or no longer reflected the brand’s values. It also lacked the supporting shades needed for different applications, limiting flexibility and consistency.
My work
I removed unnecessary colors and expanded the remaining ones into balanced tonal ranges. The updated palette was tested across multiple applications and refined collaboratively until the team agreed on the final system.
Unified Assets
Finally, I developed a flexible framework for bringing all these elements together into coherent compositions, enabling the team to create a wide range of assets while maintaining consistency and strong brand recognition.
Other Projects