ATLAS / VISUAL IDENTITY & INTERACTIVE STORYTELLING

CORPORATE REBRAND CONCEPT

First to see
the light.

A visual world for the people who see
what others have yet to see.

Explore the case study ↓

01 — RECOGNITION02 — DISCOVERY03 — CONNECTION

THE PROJECT

Make recognition
visible.

How do you give a way of seeing a visual identity?

The Atlas brings together portraits, scientific structures and purposeful light to express a venture firm’s ability to recognize possibility. It extends that idea into interactive stories that reveal the relationships behind discovery.

Practice: Visual direction
Brand systems
Interactive storytelling

Hartley Crane is a portfolio alias for Spencer Trask & Co. The linked visualization projects retain their original names and branding.

01 / THE IDEA

Stillness.
Then discovery.

Held Light gives the brand its quiet authority.
The Atlas gives that way of seeing a world to explore.

Edison portrait beside an illuminated bulb, with scientific linework and rising prismatic light. — THOMAS EDISON / INVENTIONPortrait → light → hidden structure

THE EXPRESSION

Held Light

Steady, structural and enduring. Warm illumination, a closely observed subject and one considered focal point.

THE VISUAL WORLD

The Atlas

A living visual record of people, ideas and systems. A framework for locating discoveries and showing what they connect to.

02 / THE VISUAL LANGUAGE

The subject leads.
The Atlas reveals.

Three treatments give each image a purpose.
Not every image needs every layer.

Fine discovery circles and scientific marks around the bulb.

01 / IDENTIFY

Discovery marks

A circle, bracket or measurement directs attention to a meaningful detail.

A diagram of relationships behind the Wennberg portrait.

02 / REVEAL

Hidden structures

Systems emerge beneath the subject, making otherwise unseen relationships visible.

Golden filament and translucent prismatic light.

03 / ILLUMINATE

Optical evidence

Light marks a point of discovery, drawing the eye to what matters.

Locate→Identify→Reveal→Illuminate→Relate

A quiet scientific grid establishes the field. Fine connection lines explain relationships.

ONE SYSTEM / MANY DISCOVERIES

A consistent lens.
A world of possibility.

Jack Wennberg with a care-system diagram and rising light. — JACK WENNBERGCare systems

Stefany Shaheen with nutrition and research imagery. — STEFANY SHAHEENNutrition

Concept imagery combines portraiture with illustrative scientific structures and optical treatments.

03 / THE ATLAS IN MOTION

From seeing potential
to revealing connections.

The visual language becomes an experience.

A lineage can be traced. A boundary can be moved. A hidden network can come into view. These three projects turn the Atlas into a way of exploring complex stories.

01 / Lineage ↘02 / Knowledge ↘03 / Visibility ↘

01 / MILLICOM

Trace a lineage.

Relationships become the story. A branching map connects companies, joint ventures and markets, giving an expansive history a navigable form.

Published Millicom corporate-lineage visualization preview.

Atlas principle / Relate
Fine connections turn individual entities into a larger story.

Open Millicom ↗

02 / FASTCASE

Illuminate knowledge.

A golden boundary moves through time. Scattered fragments resolve into a rotunda of legal knowledge, expressing the shift from information to understanding.

Fastcase rotunda of legal knowledge, with a golden boundary and timeline.

Atlas principle / Illuminate
Light becomes the interaction that reveals structure.

Open Fastcase ↗

The rotunda and citation lines are an artistic interpretation, not a map of actual legal citations.

03 / INTEROS

Reveal hidden systems.

A network expands beyond the immediately visible. Connections and changes of scale make distant supply-chain relationships tangible.

Interos visualization showing the fully revealed global network, with 350 million entities and 18 billion relationships.

Atlas principle / Reveal
A change in perspective exposes a wider system.

Open Interos ↗

04 / THE FOUNDATIONS

Quiet ground.
A single source of light.

Warm neutrals hold the composition.
Gold directs attention. Spectral color marks discovery.

Warm Near-Black#1A1814The dark light emerges from

Deep Navy#1B2A4ARestrained indigo

Warm White#F5F3EFAll light, undispersed

Moonstruck#C5C1B4Neutral supporting fill

Lavender Blue#BABACECool pair · Soft cool surface

Voltage#5E5487Cool pair · Deep cool accent

Golden Straw#DDBA82Warm pair · Primary warm highlight

Spark#F4D271Warm pair · Small bright highlight

Scooter#8B1A2ASignature accent

THE SPECTRUM / LIGHT DISPERSED

Golden Straw / Warm seamLime peak / ~555 nmVoltage / Cool seam

Reserved for imagery and motion: a continuous ribbon of light, brightest near the lime peak. Golden Straw and Voltage connect the spectrum to the core palette.

Color roles
Role	Colors	Application
Primary grounds	Warm Near-Black, Deep Navy	Dark ground, depth and shadow.
Light & breathing room	Warm White, Moonstruck	Open space, neutral fill and a subtle Moonstruck grid on Warm White.
Illumination	Golden Straw, Spark	Warm focal accent, with Spark as a small highlight.
Optical accents	Lavender Blue, Voltage	Soft cool surface and a deeper cool accent.
Restrained emphasis	Scooter	A sparing signature accent, outside the spectrum.

First to see the light.

Make recognition visible.

Stillness. Then discovery.