Rebrand and visual identity—2019
The Atlas is a student-run, specialty coffee house born out of a desire to foster community through inclusivity, a warm atmosphere, and quality coffee. Situated on the Walla Walla University campus, The Atlas exists as a campus home and serves students through community, inclusivity, quality beverages, and exceptional customer service. When it came to rebranding The Atlas, both in terms of visuals and communication, it was all about highlighting the shop as a welcoming house on campus—a warm, playful and approachable space for students to gather to socialize, study, or relax.
The design process was led by the goal of paying homage to the nostalgic and vintage spirit of The Atlas and the playfulness, personality, and creativity evident in the student-baristas, the student-visitors, and the company’s desire to innovate and improve—essentially, the old and the new. That process eventually yielded the color palette, playful illustrations, and typography used throughout the design system. Where the shop’s interior features wooden bookshelves, antique light fixtures, a hodge-podge of art-lined walls and trinkets, vintage furnishings and warm hues alongside areas of sleek equipment and industrial details, The Atlas’s brand identity is refined, straightforward, colorful, and approachable. The handcrafted logomark captures the rustic, natural, and organic feel of the coffee house, while providing the professionalism, clarity, and flexibility that the company desired. This identity reaches across signage, merchandise, marketing materials, and a variety of other printed materials.
The Atlas exists to provide a safe home for students and it is a space that values its eclectic spirit as much as it’s desire to improve and push the boundaries of quality products.
My design solutions have worked to further establish The Atlas as a welcoming fixture on campus and communicate its message of home and inclusivity. Working with The Atlas has not only provided them with a refreshed, comprehensive identity and brand system, but has allowed them to better serve the university’s students for years to come.