General Atlantic
Brand Identity
Jan 2025
General Atlantic’s brand identity project establishes a comprehensive visual language designed for the investment and wealth sector. The system balances professional corporate communication with expansive, global themes, utilizing motion graphics and minimalist design to define the firm’s market presence. The execution relies on a clean, structured aesthetic, blending cinematic live-action footage of natural landscapes—ranging from ocean waves to desert terrains—with precise vector-based animations. Technical assets showcase the brand’s depth, incorporating architectural interior design, printed onboarding guides, and responsive digital interfaces for web and mobile platforms. Developed by Visie Admin, the project features creative contributions from a multidisciplinary team, including art direction and design from Derek Koch, Hua Chen, Mark Wolfe, Yixuan Liu, and Stephanie Zabala. Web development was managed by Haystack, with 3D elements by Pedro Ramos, strategy by Sam Lee and Angie Shih, creative production by Samantha Kassay, and video editing by Fahnon Bennett.
Horizontal, Commercial, Clean
Investment & Wealth
Brand Film / Corporate Video
