Mucho was comissioned to create a distinctive brand for the creative CG studio Atlantis, from design to content strategy. The mission was to highlight how they craft worlds that seem impossible to exist, but through creativity, flexibility and commitment, they succeed in doing so. The result was a unique logotype that plays with the concept of illusion, because sometimes there are things that can´t be seen at first glance.
Founded in 2019, Atlantis has produced some of the best animation work across all the streaming platforms, having “Tara Duncan” as their flagship, making its way to Disney Plus. They also created the animated series “Messi and the Giants”, a fiction that has Lionel Messi as the main character. To reflect the essence of such a reputated studio, Mucho had to explore which was their brand’s essence.
We developed a strategy centered on capturing Atlantis’ values —the adventure, unexpected creativity, commitment, positive collaboration, flexibility and impossible storytelling— in its brand identity. These values were not mere guiding principles but key strategic elements that shaped the design decisions. Each design element, from the logotype to the color palette and typography, were chosen to highlight this brand narrative.
The logotype plays with the concept of illusion, merging letters through the use of a stencil typography. The visual language extends this idea using onyric backgrounds that combine the ocean and the space, enforcing the existing duality between the possible and the impossible, the expected and the unexpected, the seen and the unseen.
The strategy is centered on capturing Atlantis’ values —the adventure, unexpected creativity, commitment, positive collaboration, flexibility and impossible storytelling— in its brand identity.
Whether it is for the famous myth, or the ocean itself, Atlantis is deeply related with water, not only in an etymologic but also in an expressive way.
The color palette chosen gives a nod to the ocean, using dark blue as the main color but it also expands with an (im)possible gradient to highlight details.
We also developed the content strategy for Atlantis.
On one hand, we structured all the content based on brand values, creating sections for their website and social media. We also crafted a publication calendar and defined the channels and formats for content distribution.
On the other hand, we designed a launch campaign for the new brand, which took place over a week, introducing the new Atlantis.
