![](https://freight.cargo.site/t/original/i/65012bf2a8416a0ec1ddd748caefe73c32e7637606722169c125df7d546cffa8/atoms-model-001-purple-crop.jpg)
Atoms
2022
2022
During the busy holiday season of 2021, I joined Atoms, a NYC-based sneaker start-up, full-time as their Senior Designer to plan and execute all graphic design tasks. I completed a rebranding of the entire company, branded a new shoe model, lead creative direction for marketing campaigns, instituted the design system for digital projects, and much more.
Hero image photographer: Julien Roubinet︎︎︎
Hero image photographer: Julien Roubinet︎︎︎
The old logomark in place before I joined Atoms was an interlocked series of loops reminescent of a sacred geometry pattern called “flower of life” — pretty, but, a little complicated and many folks confused it for an icon of a flower. It also was nearly invisible on new outsole materials due to the strokes of the circles not having resilient scalability. In the new logomark, I simply “atomized” the old mark down to the essentials: dots. I wanted it to move from what seemed like a diagram of a part of an atom (the nucleus) to a very minimalist, pluralized abstract of what you might think atoms to be: swirling dots.
![](https://freight.cargo.site/t/original/i/14c93ac0467a4b7357843d7a09f7ecf3b180870d1fb2beda936e35481d76ea73/atoms-logo-sign-on-mercer-st-popup.jpg)
Atoms sign in front of the flagship store on 27 Mercer St, New York, NY.
![](https://freight.cargo.site/t/original/i/aea0f0bc8b6eeeea250da70a3d0d94874f1d26b313fbb702851483976f1c007c/atoms-and-mkbhd-logo-in-times-square.jpg)
The Atoms logotype accompanying MKBHD’s in Times Square, during the release of Marques Brownlee’s collaboration shoe, Model 251.
![](https://freight.cargo.site/t/original/i/8b3e8aa4b1a826e64da01044fcc2e61b017329c4b0f26b4a34c846af5495b245/atoms-model-001-black-top-3000x3750.jpeg)
![](https://freight.cargo.site/t/original/i/71adf06a719a83282abf7d3a08a4548db8b4bd7be54355497aaa23b8f0b4e8eb/atoms-model-001-black-bottom-3000x3750.jpeg)
With the new logomark being dots, we also had the option to render it “in void” — that is, hole-punched in various materials. This ensured that it was more visible on places like the bottom of the shoe. I also wanted to make the mark symmetrical; the logomark can be imprinted in dirt or sand without fear of it being flipped.
![](https://freight.cargo.site/t/original/i/7c69fe8f31dc41b7525842c3159ccadbecdbef375339d07aedaf1daef6bd5037/atoms-logo-1.png)
The new logotype is a slightly modified version of Helvetica Now Display Medium. The exterior of the “o” is a perfect circle with some optical adjustments to the counter, and the tails on the “a” and “t” were made to look more like standing feet.
![](https://freight.cargo.site/t/original/i/d9c4baa9d582107802cf2270dd580c8bdf90ad6e0897804ac751eb1fd62de6d0/atoms-teaser-poster.jpg)
Alongside the logo, I focused on elevating the brand’s typography. I commissioned the Very Cool font foundry to finish VC Garamond Condensed (which would have remained incomplete had I not reached out) and then utilized it as Atoms’ main headline typeface.
![](https://freight.cargo.site/t/original/i/a58624806dafdb5a813206f9b89e6a6ef4a59d0a72d20bd0d7e393643320cff9/atoms-poster---running-shoes-c.jpg)
![](https://freight.cargo.site/t/original/i/ffeeb076db940c71cfee94d4ebdfdea7dd3309ce143275d851eb17635f54e4a0/atoms-poster---grow-on-you-c.jpg)