Atlas Insurance Rebrand
Client:
Atlas Insurance
Project Date:
2025
Industry:
Atlas Insurance decided it was time for a refresh. An opportunity to modernise the brand, showcase their forward-thinking mindset, and honour the strong history and legacy they’ve built over the years. We worked with their leadership team to build a modern brand system rooted in their values, complete with a reimagined logo, dual-typeface system, and brand photography that brings their purpose to life.
The Brief
Atlas Insurance decided it was time for a refresh. An opportunity to modernise the brand, showcase their forward-thinking mindset, and honour the strong history and legacy they’ve built over the years. Our goal was to create a flexible brand system that reinforces their values and equips the team with the tools they need to communicate with confidence, from everyday materials to big-picture storytelling.
The Work
Atlas has always had the right ingredients: a strong reputation, a loyal customer base, and a passionate team. It’s what’s made them one of Malta’s leading insurance providers. But internally, something was stirring. The team felt the brand wasn’t keeping pace with who they were becoming. They needed a new identity that better reflected their culture, energy and ambitions. That’s where we came in.
We partnered with Atlas’ leadership team to define a clear brand framework to help guide this next phase of growth. Collectively, we developed a new set of values and purpose: Building a positive tomorrow, together. A statement that reflects Atlas’ values as an organisation, its people-first culture, and its commitment to long-term impact for both customers and employees.
With that foundation in place, we brought the brand’s new vision to life visually. We refreshed the brand identity to feel clean, confident, and human without losing the warmth and trust people already associate with the Atlas name. The new logo is a modern evolution: sleek and refined, with just enough heritage to feel familiar.
The globe icon, a long-standing symbol of Atlas’ identity, was completely reimagined. Using a subtle ‘notch’ design, we created a circular emblem inspired by the myth of Atlas himself: the Greek god holding up the skies. The notched shapes are a reference to his outstretched arms, a visual metaphor for the care, support and strength Atlas offers its people.
To give the brand a more conversational, human feel, we introduced a dual-typeface system. By mixing two complementary fonts, we created rhythm and contrast within written messages, highlighting key words that add even more character to the brand.
Then to tie everything together, our Tech team did a complete reskin of the Atlas website to ensure a cohesive look and smooth customer experience. Altogether, the new Atlas Insurance identity operates as a full brand system, designed to flex across every touchpoint. Whether it’s a customer brochure, an employee presentation, or a digital campaign, the identity feels consistent, modern and uplifting. One that empowers their team, connects with their audience, and sets the stage for future growth.
After all, this rebrand isn’t just about looking good, it’s about feeling right. And for a brand built on trust, that’s what matters most.
The results
