An Alluring Invitation_____

Atrum is a multi-strategy private investment firm with a focus on private deals, especially in the growth equity space. Their community is formed from a select network of like-minded investors, and next generation entrepreneurs. Venture capital is at their core, but it is the ideas, projects, and innovation of their community that truly defines them.

In order to encourage networking, Atrum schedule an annual programme of exclusive experiences for their community, providing opportunity to flourish and prosper - key to the success of the business.

Recognising that capturing the attention of high net worth individuals can be challenging, Atrum challenged us to imagine a digital invitation that would guarantee attendance. A bold visual identity, bespoke video introduction, full-bleed imagery, and beautifully crafted storytelling ensured a positive uptake; and created the blueprint for all future event communications.

As group creative director, my role spanned from concept to delivery; managing the multidisciplinary team that delivered a first-class experience.

Agency_____

AKQA

Services_____

Creative Concept
Creative Consultancy
Creative Direction
Creative Leadership
Digital Design
Design Production
Prototyping
User Interface Design
User Experience
Visual Identity
Website Design
Wireframing 

Typography and palette_____

The sans-serif typeface Inter designed by Rasmus Andersson and released by Google in 2017 is carefully designed and crafted for screen use. Inter features a tall x-height to aid readability of mixed-case and lower-case text. Its confidence and strength on screen, particularly the heavier weights, perfectly align with Atrum’s bold, abstract and monochromatic aesthetic.

The colour palette was simple. Black and white. Nothing in-between.

#000000

#FFFFFF