BRAND IDENTITY

Your brand should feel like you, not a template.

Most brand identities look fine on a slide deck and fall apart in the real world. We build systems that hold up: logo, color, type, and messaging that work together from your website to your invoice to the way you introduce yourself on a call.

Book a free call

See our work

✓ 600+ Websites Built

✓ 100+ Brand Systems

✓ 15+ Years Experience

"Since the launch, Growing Minds has seen a surge in website traffic and inquiries. Families who once hesitated now find the site inviting and easy to use."

Growing Minds Psychology - NYC

"Working with Arc & Atlas on three projects now has been flawless. Creative, reliable, consistent — I'll recommend them to everyone I know."

Bridgette Cheng - Suavecito Restaurant (3x client)

TRUSTED BY:

Love is love. Black lives matter. Protect trans kids. Proudly LGBTQIA+ friendly.

Most businesses have outgrown their brand. They just haven't stopped to notice yet.

Most businesses know they need a stronger brand. The problem isn't awareness, it's that they've outgrown what they have, and every week they wait, they're leaving the wrong impression.

The best brands don't just look good. They make the right person feel like they've finally found exactly what they were looking for.

WHAT WE BUILD

Every piece is built to work together.

We don't just hand you a logo file and call it done. We build a system, with every element designed to hold up across every context your brand lives in.

Logo and Mark

Primary lockup, alternate versions, icon mark, and usage rules.

Color System

Primary, secondary, and neutral palette with accessibility-tested combinations.

Typography

Font pairings with a complete type scale — headlines through captions.

Brand Voice

Messaging framework, tone of voice guidelines, and core positioning statements.

Style Guide

A living reference document covering every element and how to use it.

Asset Files

Everything in production-ready formats: SVG, PNG, PDF. No designer required to use them.

Print Collateral

Business cards, letterhead, and any other touchpoints your business needs.

Social Media Kit

Profile images, cover photos, and post templates sized for every platform.

WHAT WE BUILD

Three options.
One right fit for you.

Every engagement starts with strategy.
We'll figure out which scope makes sense on the call.

Brand Foundation

You have nothing you're happy with, or what you have is holding you back. We build a complete identity from scratch; Focusing on strategy first, with every element designed to work together.

DISCOVERY & STRATEGY SESSION
LOGO & MARK SYSTEM
FULL COLOR & TYPE SYSTEM
STYLE GUIDE

Book a call ->

Brand Refresh

You have something but it's not performing. We audit what exists, identify what's working, and rebuild around a cleaner strategy, without starting from scratch unless it's necessary.

BRAND AUDIT
STRATEGIC REPOSITIONING
VISUAL SYSTEM UPDATE
MESSAGING FRAMEWORK

Book a call ->

Brand & Website

Identity and web design built together from the start. The brand informs the site and the site validates the brand, so there's no disconnect between the two.

FULL BRAND IDENTITY
WEBSITE DESIGN & BUILD
UNIFIED SYSTEM
LAUNCH-READY PACKAGE

Book a call ->

WHY WE EXIST

Good businesses shouldn't have to fight to look like one.

We've spent 15 years watching great businesses lose clients they deserved because their brand couldn't keep up with the quality of their work. The gap between what you deliver and how you show up is the exact problem we built Arc & Atlas to close.

Justin Mabee has designed brand systems for clients ranging from Harvard Medical School and DoorDash to the therapy practice around the corner that's trying to grow its referral base. Every project starts with one question: what does this brand need to do for this business?

We're not here to make things that look good in a case study. We're here to build brands that work.

✓ 600+ Websites Built

✓ 100+ Brand Systems

✓ 15+ Years Experience

REAL RESULTS FROM REAL CLIENTS

The work speaks for itself. So do they.

"Arc & Atlas made the process so clear and straightforward that we went from first call to launch in six weeks. The brand finally looks like the company we actually are."

Carly Mayer & Matthew Pagirsky
Growing Minds Psychology, NYC

"Justin brought my brand to life in a way I never could have imagined. His creativity and thoughtful listening made everything feel completely unique to my practice."

Alexandra Bennett
ALB Therapy, NYC

"Justin understood our legacy from day one. The rebrand gave us an identity we're proud to put on everything. Modern, strong, and built to last."

Thomas Kern
Santa Cruz County Builders, California

HOW IT WORKS

Getting a brand that works is simpler than you might think.

No mystery timelines. No disappearing for three weeks. Just a clear path from where you are to a brand you're proud to put in front of anyone.

Book a free call

View our work

Discovery call where we listen.

A real conversation about your goals, your audience, and what's not working with your current brand. No pitch, no pressure. By the end you'll know exactly what a project together looks like.

Strategy before aesthetics.

Before a single logo is sketched, we define who you're for, what makes you different, and what your brand needs to communicate. Everything that comes after is built on this.

Design, with collaboration throughout.

We present concepts with full rationale, so no black-box reveals. You have clear checkpoints at each stage, and nothing moves forward without your sign-off.

Handoff, with everything you need.

Complete asset files, a style guide, and a walkthrough of the full system. You and your team will always know exactly how to use your brand correctly.

FAQ

Things people usually ask.

If your question isn't here, bring it to the discovery call. No such thing as a dumb question before you invest in your business.

Do I need a brand before you'll build my website?

Not at all. Plenty of our clients come to us for a website and we work with what they have. That said, if your brand is genuinely holding the site back: inconsistent visuals, messaging that doesn't land, a logo that falls apart at small sizes. We'll tell you honestly. Some clients choose to tackle both together, which usually produces the best result since the brand and the site get designed as one system rather than retrofitted to each other.

What if I already have a logo I like?

That's a perfectly fine place to start. We'll look at what you have and give you an honest read on whether it can anchor a full identity system or whether it needs to evolve. Sometimes a logo just needs proper supporting elements around it: color, type, usage rules. That alone can make it feel cohesive. Other times the logo itself is the problem and we'll say so. Either way, we won't push you to scrap something that's working.

How long does a brand project take?

A full brand identity typically runs one to two weeks from kickoff to final delivery. A brand refresh, where we're building on something that exists rather than starting from scratch, is usually closer to two weeks. The biggest variable is feedback turnaround on your end. We hold to a clear timeline and we'll tell you upfront what we need from you and when to keep things moving.

Do you work with businesses just starting out?

Occasionally, but most of our brand work is with businesses that have been around long enough to know what they're building. Early-stage companies often don't yet have the clarity about their audience and positioning that good brand work requires. Without that foundation, the design is really just guesswork. If you're pre-launch and have done serious thinking about who you're for and what makes you different, reach out. We'll tell you quickly whether the timing is right.

READY TO START?

Let's build something worth remembering.

Book a free 30-minute discovery call. We'll talk through your business, your brand,
and whether we're the right fit. No pitch, no pressure.

Book a free call

See our work

Your brand should feel like you, not a template.

Love is love. Black lives matter. Protect trans kids. Proudly LGBTQIA+ friendly.

Most businesses have outgrown their brand. They just haven't stopped to notice yet.

The best brands don't just look good. They make the right person feel like they've finally found exactly what they were looking for.

Every piece is built to work together.

Three options.
One right fit for you.

Good businesses shouldn't have to fight to look like one.

The work speaks for itself. So do they.

Getting a brand that works is simpler than you might think.

Things people usually ask.

Do I need a brand before you'll build my website?

What if I already have a logo I like?

How long does a brand project take?

Do you work with businesses just starting out?

Let's build something worth remembering.

In-house web design studio. We build websites that work as hard as the businesses behind them.

Sign up for the Arc & Atlas Newsletter

Proudly LGBTQIA+ friendly 🏳️‍🌈🏳️‍⚧️
All Rights Reserved. Go Birds.

Your brand should feel like you, not a template.

Love is love. Black lives matter. Protect trans kids. Proudly LGBTQIA+ friendly.

Most businesses have outgrown their brand. They just haven't stopped to notice yet.

The best brands don't just look good. They make the right person feel like they've finally found exactly what they were looking for.

Every piece is built to work together.

Three options. One right fit for you.

Good businesses shouldn't have to fight to look like one.

The work speaks for itself. So do they.

Getting a brand that works is simpler than you might think.

Things people usually ask.

Do I need a brand before you'll build my website?

What if I already have a logo I like?

How long does a brand project take?

Do you work with businesses just starting out?

Let's build something worth remembering.

In-house web design studio. We build websites that work as hard as the businesses behind them.

Sign up for the Arc & Atlas Newsletter

Proudly LGBTQIA+ friendly 🏳️‍🌈🏳️‍⚧️All Rights Reserved. Go Birds.

Three options.
One right fit for you.

Proudly LGBTQIA+ friendly 🏳️‍🌈🏳️‍⚧️
All Rights Reserved. Go Birds.