Elizaveta Pogossov and Graziela Machado imbue their classy identity for Atlas with poetic adventure

Nestled in the harbourside of Rose Bay, Sydney is Atlas – a travel-inspired development providing tranquil, boutique residences. To bring it to life, Sydney-based creatives Elizaveta Pogossov and Graziela Machado have crafted an identity system and collateral that evokes Atlas’ central sense of wanderlust and the thrill of exploration. From the rich colour palette imbued with warmth, to the textural, tactile printed collateral – vintage atlases were a key source of inspiration. Taking inspiration from the space itself – the visual language presents an abstract interpretation of sun-soaked Mediterranean villas – the overall typographic direction is flowing and poetic. At the helm of the identity is a strong and refined logomark which is applied generously across the collateral. Opting for Magalie due to its refined and expressive character, Pogossov explains that the duo “wanted the brand to hark back to the vintage Atlas you grew up flicking through,” but with a contemporary twist. “Magalie did that perfectly,” she adds. “It takes inspiration from classic serifs and calligraphic forms and balances that with an unconventional, playful look.” This expressive character is further reinforced with Klim Type Foundry’s Untitled Serif. Whilst pairing two serifs can risk clashing or competing, Pogossov explains the thinking behind their cohesive choice. “For Atlas, we chose a very exaggerated, characterful display font as the wordmark and balanced it with the most intentionally-neutral serif text font. As far as serifs go, the two couldn’t be more different (both in their look and purpose), allowing them to comfortably play together.” This clear distinction in their respective applications ensured that the partnership would work without compromising legibility.