BRANDS
ATOM SPORTS FUEL
Every sports nutrition brand promises the same thing. But with a shelf full of products that disappear in the same way, the market is too crowded to notice another brand. ATOM Sport Fuel believed fuelling endurance sport had got needlessly complicated and set out to prove otherwise.
When they came to us, there wasn't even a product yet. But they had their belief. And a plan to create their brand around that. We turned that belief into a style guide specific enough that anyone creating for ATOM, would know exactly what the brand should look and sound like.
We loaded the brand before it had anything to sell. Stock Library images filled a pre-launch website and Instagram account.
By June, ATOM was live. Their launch carried our work.
So does every month since.
OBJECTIVE
A content style guide specific enough to brief any creator, in-house or external. Once the products existed, content that earns attention in a category where every brand sounds the same.
MADE
A Foundation & Architecture Workshop, translated into a practical content style guide. Twenty-two Stock Library images to fill the pre-launch website and start the Instagram account. A hero video, centred on running rather than cycling, as ATOM serves both. And now, monthly product-in-use shoots from a different creator each month, shot with people they already ride and run with.
DISTRIBUTION
The hero video opened the website as its header, ran as an Instagram Reel, and carried the brand's Instagram advertising at launch. Monthly assets for their website and their Instagram. A postcard now ships inside every order too, image on the front, a short story from the founders on the back. And an ambassador programme is carrying ATOM's story into channels and audiences the brand doesn't reach on its own.
OUTCOME
ATOM's own network handles the running side of the brand, their creators briefed on the same foundation we set together. Whether we shoot it or they do, it reads as one brand.
RESULTS
/// 22 Stock Library images used pre-launch
/// 25-second hero video, shot in and around Oslo
/// Hero video used as website header, Instagram Reel and Instagram ad
/// Postcard included in every delivery, pairing image and founder story
/// Always-on content from creators shot in a wide range of EU countries
/// 11.14% Instagram engagement rate, rated "excellent" against industry benchmarks
MODULES
/// Foundation & Architecture Workshop
/// Stock Library Content
/// Always-On Content
/// Campaign Content
/// Public Relations
CREDITS
Shot by Rik de Voogd, Ruben Hoogland, Arnau Lumeras and Alessia Strauli for ATOM Sport Fuel
