Ataeos
Ataeos, a boutique investment manager and venture capital firm specializing in wellness products and services, approached us seeking a complete brand identity. The challenge was to create a brand that would both instil trust in potential investors and generate excitement about investment opportunities. With global ambitions and projects planned across Bali, Spain, Australia, Brazil, Chile, and LA, they needed an identity that could scale internationally while maintaining its boutique appeal.
Here’s how we created a brand identity for Ataeos that feels both established and innovative - exactly the balance needed to attract traditional investors to contemporary wellness opportunities…
#1 Brand Story and Positioning
The foundation of Ataeos's identity began with strategic name creation. For a new investment firm entering a market where heritage often equals credibility, we needed a name that would work on multiple levels. We crafted 'Ataeos' to subtly evoke Ancient Greek language and culture, creating an immediate sense of gravitas and permanence. The name connects with 'Aetos' - Zeus's childhood friend represented by an eagle - and echoes 'ethos', the Greek word for character and cultural values. This classical foundation helps position the brand alongside established financial institutions while differentiating it through its wellness focus.
The name's uniqueness served multiple practical purposes: it was instantly trademarkable across global markets and secured the coveted simple .com domain - both crucial advantages for a modern investment firm with international ambitions. Yet beyond these functional benefits, 'Ataeos' achieved something more valuable: it created an ownable narrative space where ancient wisdom meets modern investment strategy.
Through this careful foundation work, we positioned Ataeos not just as another investment firm, but as a thoughtful, culturally-aware partner that combines timeless wisdom with modern opportunity. This distinctive positioning sets them apart while maintaining the credibility essential in the investment landscape.
#2 Logo Concept
As with all our branding projects, we delivered three distinct logo concepts to the client, each connecting to different aspects of the brand story: an abstract eagle soaring above clouds, drawing from the Greek mythology connection; a minimalist compass speaking to exploration and guidance; and a contemporary star motif inspired by navigation and possibility.
The final identity combined the compass concept with a star element, creating a mark that feels both established and forward-thinking. The result is sophisticated yet approachable, perfectly balancing trust with innovation.
Internal logo concepts, all rights reserved by Cara Bendon Brand Consultancy Ltd.
#3 Colour Strategy
In our initial deep dive session, the client shared that a passage from Tennyson’s poem Ulysses has always inspired him to travel the world and seek adventure. We used the lines ‘To sail beyond the sunset, and the baths / Of all the western stars’ as the inspiration for the visual identity, creating a colour palette inspired by a starry night sky.
The tonal palette includes a bright mint shade – allowing the brand to seem fresh and innovative, while the darker shades show that the brand is premium and trustworthy. The palette's versatility supports both digital and physical applications, from website design to corporate communications.
#4 Typography & Brand Voice
The typography and messaging framework we developed speaks both to seasoned investors and entrepreneurial visionaries. Through carefully crafted statements that balance authority with inspiration, we created a voice that can confidently discuss investment strategy while painting a picture of transformative opportunities in the wellness sector.
Brand Implementation
The final brand system unifies all elements into a cohesive experience that works seamlessly across digital platforms, corporate communications, and marketing materials. The identity system's flexibility allows it to maintain its impact whether applied to detailed investment documents or bold environmental graphics, always conveying professionalism and possibility.
This comprehensive rebrand has positioned Ataeos as a distinctive player in the investment landscape, with an identity that communicates their unique approach to wellness investment while maintaining the credibility essential in their industry.
The result? A brand identity that balances established credibility with innovation - exactly what's needed to attract traditional investors to wellness opportunities while fuelling global expansion.
“It was a pleasure working with Cara and her team. The video calls really helped to evolve the concept and meant that we ended up with a refined brand that satisfied all requirements in the brief. I would recommend to others.”
Stephen Teasdale, Ataeos