Atraxia is a Marketing consultancy from the south of India, that provides a competitive, cost-effective Marketing Mix Modelling (MMM) solution for small and mid-sized companies. While there are many larger consultancies that provide MMM solutions, they are usually aimed at large, multi-national clients. The new consultancy aimed to stand out by tailoring their solution to smaller companies, and pairing the MMM with other bespoke solutions and marketing consulting. To reflect the founders’ decades of experience in the field, they sought a name and brand identity to match.

The name was derived from Ataraxia, a Greek word that means tranquility or peace of mind.

The logo uses geometric elements (the precision of the data driven approach) to create a floral shape (bloom and growth).

The decidedly geometric logo was paired with a simple, approachable wordmark, all lower-case and typeset in Helvetica. The simple versatility of Helvetica lends itself well to the wide range of clients within the firm’s portfolio.

A bright orange was chosen as a highlight color and paired with warm neutrals.