Fighting for artists’ independence and doing great work had brought them so far. But the time had come for them to have a brand that reflected their values and the quality of the creative work they represented. They wanted to broaden their audience to appeal to new artists and partners and grow their portfolio of services.

During the initial research phase, our conversations focused on how they communicate the breadth of services they provide. We established that developing a brand for the overarching group was key… the ATC Group. Having a brand palette allows the ATC Group to present its wider portfolio of services and brands in a consistent and creative manner.

The concept we developed was to not shy away from the fact that they had a broad group or services but to embrace it. Disparate parts coming together, layers of content presented in harmony, and many voices speaking as one.

The challenge was to present this complexity succinctly and cleanly. They would be showcasing a multitude of musicians, photos and styles, often together, so the brand itself required simplicity to provide balance and clarity.

The logo itself shows layers but is a simple enough shape to work at small and big sizes…

The brand motion style needed to reflect the number of artists on the ATC roster. We created a generative motion system capable of presenting a large volume of images with simple and stylish movement.

The fonts are clean and bold with a black and white colour palette providing a strong framework, yet still allowing the artists to take centre stage.

Initial launch applications included presentation decks (designers can be snobby about not showing these, but they are a core communication tool for most brands) and, of course, a website.

The site uses a layered page and navigation style. A slightly different web experience to reflect a business doing things slightly differently. We worked with the talented team at Infinite Eye to build the site.

Finally, for launch, we tackled that pesky newsletter—which now proudly showcases the incredible work ATC Group does, allowing them to share exciting projects and opportunities internally. The once humble newsletter will no longer be left unread and sad in the inbox. They are proud enough of its new look to send out updates to people outside the company, maybe you?

We are excited about how this ATC Group brand has already enabled the team to have conversations with new artists and partners. The brand and its broader family of brands have become stronger with this work, and we’re excited to see how it grows and develops over time.

“We’ve worked with David and the team at O Street for a number of years now. Whether it’s working on a comprehensive rebrand for our Group of companies; a naming and branding exercise for a new business in the midst of Covid; or equipping us with a brand toolkit which helps tell our story; I’ve never worked with a more passionate, amiable, creative, focussed, professional, openminded group of designers. And they’re an absolutely bloody great bunch too!”
—Ric Salmon, Director, ATC Group.