ATB REBRAND 2022
After several years, dozens of campaigns, and perhaps a few too many exceptions to the rules, ATB was due for a brand refresh. With a focus on momentum, confidence and “One ATB,” an almost entirely new brand was developed to bring the organizations many branches together…both in visuals and voice.

A new brand promise was made. Even the “Financial” was dropped! And in October of 2022, after more than a year of development, it was all launched to the public.

For my part, I was heavily involved in the selection of a new typeface, new colors, and almost any visual expression of the brand you could think of. Geometric shapes were introduced as design elements to convey balance and structure—qualities certainly becoming of a financial institution. They’re also easily arranged to imply growth and movement, especially when combined with our energetic color palette.

These pieces, along with an evolved tone of voice, ensure a look of stability and expertise is presented to the clients ATB serves, across all areas of the business.