Services: Services: Visual Identity Design Systems, Brand Guidelines, Marketing Material Design, Print Assets (Brochures, Annual Reports, etc.)

General Atlantic needed to break free from a traditional, blue-only aesthetic that felt distant and impersonal. While their iconic logo remained, everything else was fair game for a more human, approachable rebrand.

Their old visual style

We introduced an expanded color palette, fresh typography, and authentic candid photography to humanize the brand. Subtle gradients, refined illustrations, and data-driven graphics energized layouts while maintaining professionalism—creating a distinctly approachable, high-end look that set General Atlantic apart.

In addition to the rebrand, we produced a brand new logo for their charitable branch, the General Atlantic Foundation. The logo represented new growth, harmony, and balance which takes form in a minimalist mandala flower .