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 — and where the software ships before the campaign does.

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.

Four principles

Plain English. Precise numbers. No jargon tax.

ATIL's voice is the senior engineer who became a marketer. Calm, confident, allergic to filler. Specific numbers because we have them. Plain explanations because most clients don't speak ROAS.

The mechanic

Do · Don't

Words we use · Words we don't

Five shapes that always work.

Headlines aren't art at ATIL — they're patterns. Five formulas cover 95% of marketing surfaces. Plug in the variables; never invent the shape.

The ATIL mark.

ATIL leads with a custom "A" monogram — a heavy isosceles triangle with a stylised lightning cut at the structural midline. The cut is the brand's only ornament; it doubles as both the apex of the inner counter and a directional arrow. The wordmark ATIL sits beneath in heavy stencil caps. Architectural, structural, engineered.

A · Primary · Red on Paper 200 × 200 mm exhibit

B · White on Ink Default dark surface

C · White on Red Hero panels, ad creatives

The lockup family

Five approved lockups. The mark+wordmark stack is primary. Monogram-only is for square surfaces (avatars, app icons). Wordmark-only is for ultra-narrow contexts (browser tabs at 16px width, email signatures, side panels). Never invent a sixth.

L-1 · Stack — primary

ATIL

L-2 · Horizontal

L-3 · Monogram

ATIL L-4 · Wordmark

L-5 · Tile · avatars only

Built on a 100-unit grid.

Every measurement in the mark resolves to a multiple of 10 on a 1000-unit canvas. The triangle is a 720u-wide isosceles with 680u height. The crossbar sits at 0.62 of the apex-to-base height — the golden ratio's friendlier cousin. The lightning cut is offset 22u right of centre to give the mark its directional bias.

What survives at 16 pixels.

Below 24px, the lightning cut closes optically and the monogram reads as a solid triangle. From 16–23px, switch to the wordmark-only lockup or the simplified favicon SVG with the cut omitted. Below 12px, ATIL doesn't appear. Period.

128 · poster

72 · header

48 · nav

32 · button

24 · favicon

16 · simplified

Clear space exhibit

X X

Eight things never to do.

If it's not on the approved lockup sheet, it's misuse. When in doubt, send the wordmark-only lockup and a link to this section.

M-01

Don't stretch

M-02

Don't rotate

M-03

Don't recolour

M-04

No drop shadow

M-05

No busy backgrounds

M-06

Don't fade or screen

M-07

Don't add a border

M-08

ATIL

Don't reset in another typeface

Red. Ink. Paper. Nothing else.

The system is led by ATIL Red — a high-energy red, custom-mixed 4° toward scarlet so it doesn't read as Coca-Cola or warning-state. Ink grounds it. Paper is a warm bone, not pure white — clinical white belongs to clinics. Data viz uses tints and shades of these three. We do not own a "second accent." That's a feature.

The three

Tints & shades — the only extensions

No second accent. When data viz needs more series, derive from Red and Ink. This is the rule that keeps every dashboard, deck, and report unmistakably ATIL.

Greyscale ramp

Usage ratios

Hold to these on any single surface. Red is the spice — never the meal.

Every approved pair clears WCAG AA.

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

Three working faces.
One serif for emphasis.

Space Grotesk for display — geometric, with a slight idiosyncrasy in its A and Q that pairs naturally with our monogram. Geist for body — humanist, dense numerics, optimised for screen, and (critically) less-defaulted than Inter. JetBrains Mono for data, code, and the engineering footprint. Instrument Serif Italic appears once per surface — for emphasis only, never structure.

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 same idea, six surfaces.

"5.4× ROAS in 90 days" — typeset for every surface where ATIL appears. The system holds because the rules are surface-aware, not size-aware.

The 1.25 modular scale.

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

4-base spacing.
12-column grid.

Every measurement on every surface comes from this scale. Half-steps don't exist. If you find yourself wanting 22px, you want 24. If you want 7px, you want 8. Hold the line.

Spacing tokens

Radius scale

Grid & breakpoints

Breakpoints

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.

The image library — six approved tile types

Photography direction

Screenshots

Every chart, one rule:
annotate the "so what."

A chart in client comms without a one-line annotation on top is a chart that didn't ship. The annotation answers: what changed, by how much, why it matters.

Slow in. Fast out. Once.

Motion at ATIL is functional, never decorative. Things appear because data arrived. The signature gesture is a node lighting up — a single pulse, then stillness. Hover any card below to see motion in motion.

The kit that runs every surface.

Eight primitives cover 90% of every surface — site, deck, report, ad creative. Each is shown with all states, anatomy, and the spacing tokens that built it.

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.

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.

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: ATIL never competes with the partner's mark — but never disappears next to it either.

Approved lockups

CLIENT × ATIL

Brand X

Vertical hairline divider, 1px Ink at 18%. 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. 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.

Avatar set

App icon · 1024px
iOS rounded mask

Social avatar · 400px
LI / X / IG / YT

Favicon · light
16 / 32 / 48 px

Favicon · dark
media-query swap

OG / share card · 1200 × 630

ATIL · 04 / 26

Case study

From 3.8× to 5.4× ROAS
in ninety days.

atil.ltd / case / brand-xREAD →

Wordmark top-left, headline left-aligned, never centred. Clear space (1× cap-height) preserved on all four sides. Italic serif accent permitted on one phrase. Red node visible only as a soft radial behind the headline — never as a stamp.

Specs

The small print that keeps
the brand the brand.

Why we chose what we chose.

For the next designer who joins and asks "why this colour, why this typeface, why no second accent." Decisions are documented with their alternatives so they can be revisited deliberately, not by accident.

Versions of this document.

Brand documents change. This one logs every change so you know what's current and why.

Ten upgrades for atil.ltd,
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, templates, the works. Send links — never attach the raw PNG. Brand artefacts are versioned alongside this document.

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