Atkins Acuity

Confidence through clarity

Creating the identity of a new advisory business

The need for infrastructure and better access to energy are some of the biggest challenges of our time. The Atkins Group identified an opportunity
to create an advisory business to help clients navigate the inherent complexity of realising their infrastructure and energy ambitions, offering a combination of business understanding and deep technical knowledge. We were appointed to help Atkins create this business by developing a brand positioning, name, visual and verbal identity.

Simplify complexity

We created the strategic positioning ‘confidence through clarity’, which was brought to life with a brand identity that seeks to simplify the complexity that exists in this industry. Creating a simple, dynamic system that can be used to create differentiation, the identity uses a highlight device to cut through the clutter. This is used both informatively and playfully across all channels, from the crossbar in the letter A of the logo, to the responsive website and printed collateral. Photography is a support element which heroes the people behind the business and brings to life the global locations and legacy of projects.


It’s all in the name

Insight led us to the idea of ‘Confidence through clarity’; an idea which in turn inspired the name ‘Acuity’ (sharpness and clarity of thought and perception) and a simple, bold and powerful brand identity.

The level of clarity and precision brings confidence in better results for clients, their organisations, and the cities and communities their programmes serve.