Ateaelle had a name, a logo, and a clear love for Atlanta and Black women. What it didn't have was a system.
The goal wasn't a rebrand from scratch. The logo stayed. What needed to grow was everything around it.
SERVICE
Brand Identity, Creative Direction,
Product Design, & Social Media Design
YEAR
2024
Ateaelle is a communication house that reverences black southern culture by telling stories of the past, present, and future. With a recognizable logo and a mission that resonated, the brand had a strong foundation, it just needed a system to match.
The Challenge
Without a defined type system, color hierarchy, or cohesive visual language, Ateaelle had no reliable way to show up consistently across community events, partnerships, and product. The Ateaelle green was already a staple; but it was living in isolation. Our work was to build the world around it: formalize the palette, introduce a bold and friendly type system, and create the infrastructure that would let the brand scale without losing its voice.
Design Direction
Our research started with the history of old Atlanta, black joy archives, and the broader image and history of Black women of the South, not just the city of Atlanta. From there, every design decision was made to honor what already existed. We formalized the color palette into five named hues anchored by the Ateaelle green that was already a brand staple, giving it contrast partners that could hold their own without competing. And the type system was built to match as the heading typeface, bold and graphic enough for events and partnerships, friendly enough to never feel intimidating.
Brand In Hand
A product line was developed to take the Ateaelle identity off the screen and into real life. Specially designed for community spaces, events, and everyday carry. We created Postcards rooted in Black Georgia culture. A custom collaged ATL iconic location tee. Die-cut stickers in signature harmony green and black. And Ateaelle Heaux bookmarks built to live inside the books this community reads as apart of the local book club; Pull Up & Read.
