Engineered to grow. One system,
many
surfaces.

Built by engineers.
Run by marketers.
Made simple for you.

Most agencies start with a sales pitch. ATIL started with a problem: managing ads at scale meant drowning in spreadsheets, deciding on stale data, and hoping for the best. So we built an agency where engineering and marketing share a desk.

Positioning

ATIL sits between two crowded categories — generic digital agencies and pure ad-tech tools. We are the agency that ships its own software (ScaleSkus, Tri-Source Data Fusion) and uses it to make better calls on every campaign we manage. The promise is not deliverables. The promise is outcomes — measured in revenue, ROAS and orders shipped.

Plain English. Precise numbers.
No jargon tax.

ATIL's voice is the senior engineer who became a marketer. Calm, confident, allergic to filler. We use specific numbers because we have them, and we explain them because most clients don't speak ROAS.

Do / Don't

Words we use / words we don't

The ATIL mark.

ATIL leads with a custom “A” monogram — a heavy isosceles triangle bisected by an interior diagonal cut that doubles as a stylised crossbar. The wordmark “ATIL” sits beneath in geometric heavy caps. Together they read as architectural, structural, engineered. The mark is always rendered in white on Red, white on Ink, or Red on Paper — never as outline only, never tinted.

Primary · mark on light

Tile on Ink Default lockup, any dark surface

Tile on Paper Default lockup, any light surface

Sizing

Minimum digital size is 24 px square (favicon scale). Print: 12 mm square. Below that, the "A" monogram loses its inner cut and reads as a solid triangle — use the wordmark-only lockup instead.

128 / 72 / 48 / 24 px

Built on a 24-unit grid.

Clear space = the cap-height of the wordmark on every side ("X"). Never crowd it with adjacent text, photography, or borders.

X X

Eight things never to do.

If it's not on the approved set, it's misuse. When in doubt, send the wordmark and a link to this document.

✕Don't stretch

✕Don't rotate

✕Don't recolour

✕No drop shadow

✕No busy / clashing backgrounds

✕Don't fade or screen

✕Don't add a border

✕ATILDon't reset in another typeface

Red, Ink, Paper.

The system is led by ATIL Red — a high-energy, full-saturation red that is the brand's only signature. Ink grounds it. Paper gives it room to breathe. Everything else is greyscale, with two utility accents (Ember, Sky) reserved for data viz and alerts.

Core

Supports

Greyscale

Usage ratios

Across any single surface, hold to roughly:

Every approved pair clears WCAG AA.

Body type (under 18px regular / 14px bold) needs 4.5:1. Large text (≥24px regular or ≥19px bold) needs 3:1. UI controls and meaningful graphics need 3:1. Below are every approved pairing in our system, ratios computed under WCAG 2.2 contrast formula.

A geometric voice
and an engineer's footnote.

Two faces do all the work. Space Grotesk for display and headlines — geometric, slightly idiosyncratic, modern without being trendy. Geist for body — humanist, dense numerics, optimised for screen. JetBrains Mono for data, code, captions, and the engineering footprint.

campaign_id     SP-AMZ-04A2
spend_today     ₹ 4,12,330
roas_7d         5.42×
winners_added   +138
wasters_paused  −54
last_run        12s ago

The 1.25 modular scale.

Eight steps, geometric ratio of 1.25. Snap every component to one of these — no in-betweens.

Charts are the hero.
Stock people are not.

ATIL is a data company. The strongest visual we own is a real chart with real numbers. Stock photography of "diverse team smiling at laptop" is forbidden. When humans appear, they are clients (testimonials, headshots) or our team — never models.

Chart rules

Slow in. Fast out. Once.

Motion at ATIL is functional, never decorative. Things appear because data arrived. The signature animation is a node lighting up — a single dot pulsing once.

The kit that runs the site.

Eight primitives cover 90% of every surface — site, deck, report, ad creative.

How we write money, time and metrics.

Consistency here builds trust. The same number written three different ways across a deck reads like sloppy work.

One voice. Four tones.

The voice is constant — direct, specific, calm. The tone shifts with the room. A pitch deck and a "your card was declined" email come from the same brand, but the dial moves.

When ATIL appears
next to another mark.

Most co-brand work is case studies, partnership announcements, and platform-certified badges (Meta, Google, Amazon Ads). The rule is: ATIL never competes with the partner's mark — but never disappears next to it either.

CLIENT & ATIL

Brand X

Vertical hairline divider, 1px Ink at 10%. Heights matched optically (mark cap-height = partner cap-height), not bounding box.

PARTNER BADGE

Certified
partner Amazon Ads

"Certified partner" is mono caps, never display type. Partner mark uses its own brand colour as approved by their guidelines.

Avatars, OG cards, app icons.

At avatar scale the wordmark stops working. The square-tile lockup — the "A" on Red — takes over. This is the only place the tile is allowed. Everywhere else, free the mark.

App icon · 1024px

Social avatar · circle

Favicon · light

Favicon · dark

OG / share card

1200×630. Wordmark top-left, headline left-aligned, never centred. The Signal node remains the only chromatic accent.

Case study

From ₹0 to 5.4× ROAS in 90 days. Here's the playbook.

atil.ltd · 04 / 26 READ →

Specs

The small print
that keeps the brand the brand.

Ten upgrades for the brand,
roughly in priority order.

The current atil.ltd site is functional and clear. These are the deltas that would push it from "generic-good" toward a brand that's recognisable in a screenshot.

Everything in one folder.

Logo files, colour tokens, type files and templates. Send links — never attach the raw PNG.

Questions, edge cases or new use-cases?
Email brand@atil.ltd — every request is logged and the doc updated quarterly.