Atomico is a Uruguayan boutique advertising agency founded in 2016 by Creative Directors Gonzalo Grandal and Nicolás Jaume.
Their vision was to create an new type of independent agency that would make mainstream media financially and logistically accessible to small and medium-sized businesses, which are the fastest growing type of companies in the country.
The client wanted to portray in their visual identity (as well as in their name) that big and important things usually have small beginnings, in the same way that noteworthy and successful advertising campaigns can be achieved without massive investments in capital or human resources.
Following that frugal spirit, the challenge consisted in developing a visual identity to be applied in different print and promotional materials and a responsive website with the least amount of expense.
We took their ideas and the notion of the atom even further, by making a parallelism between the fact that everything complex in nature is made out of smaller intertwined and coordinated parts, the same way that a successful advertisement campaign is comprised of several small, multidisciplinary efforts and the collective work of individuals.
After a thorough investigation about nature and its patterns of growth, we discovered that it has its own specific way of scaling from micro to macro in the most seamless and efficient way.
This perfect scaling ratio is based on a logarithmic equation, which graphically has the shape of a spiral. Nature has a tendency to scale biological growth, spiral arcs, atomic and galactic structures upon this ratio, due to its optimal efficiency for exactly this need: scaling from micro to macro as harmoniously as possible.
The Design Solution
The logotype is an upward spiral with a logarithmical ratio of growth, exhibiting in its morphology the exact concept the client wanted to portray.
The photographs used in the collateral pieces refer to the collective work of individuals. In nature, there are many examples of how ecosystems thrive only because of the cumulative efforts of each individual, cell or atom. For instance, how a group of trees conform a forest, how red cells form blood, how the teamwork of the individual bees constitute a colony, how the nourishing rain is made up of millions of water droplets that carry the necessary nutrients, etc.
To have the most economical print materials made, we used manual screen printing techniques to create posters, brochures and the business stationary. A fluorescent and complimentary colour palette is chosen to represent the vibrant and groundbreaking personality of the agency. At the same time, it makes the prints stand out, look polished and professional despite of the artisanal method of manufacturing. These colours and the duotone effect on the photographs work wonderfully well in RGB digital too, making Atomico's website truly memorable and unique.