Atlas Broker
Digital medium:
Atlas Broker
Atlas Broker is a national finance brokerage offering equipment finance, mortgages, personal loans, cashflow finance and business insurance, with five offices across Australia. Built through the consolidation of several finance brands under one name, it has grown a loyal, largely referral-based client base across small business, homeowners and individuals.
Building a decorative visual system around the Atlas name
We reinvigorated Atlas Broker’s visual identity by leaning into the meaning behind its name, drawing on the imagery of maps, terrain and voyage to build a distinctive decorative language. Grid textures, classical statues, contour lines and compass motifs were introduced as subtle, recurring elements throughout the site, giving the brand a strong sense of character without overwhelming the finance-first content. This was paired with a large, bold serif typeface, lending the brand a classic, considered feel that complements the more traditional visual cues elsewhere in the design. Throughout, the original logo and core brand colours were preserved and built upon, ensuring the refreshed identity still felt unmistakably Atlas.
Experience beyond the status quo of finance websites
Atlas Broker came to us with an ambitious brief and a set of site references that pushed well beyond what’s typical in the finance broking space. We introduced a range of interactive sections throughout the site, giving pages a more considered, sophisticated feel that matched the client’s appetite for something genuinely different. Every interactive element was designed with intent, adding to the storytelling and brand experience rather than sitting on the page for its own sake. The result is a site that feels distinctly more elevated and current than the finance broker norm.
Balancing brand and function
With a site this design-forward, it was important not to lose sight of function. Alongside the more expressive, brand-led pages, we built a set of structured service pages designed to align with SEO goals and conform to patterns users already understand, prioritising clarity and ease of comprehension. This meant striking a careful balance throughout the build, letting the brand experience shine on key pages while keeping the more transactional, service-focused pages straightforward and easy to navigate. The result gives Atlas Broker a site that performs on both fronts: memorable where it counts, and functional where it matters.
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