Midtown Union
Branding
Project Overview
CHALLENGE: JLL engaged us to collaborate on a groundbreaking project in Midtown Atlanta, an ambitious development bringing together iconic structures, landmark art installations, intentionally designed workspaces, specialty stores and a signature pedestrian pathway. Our solution started by creating a name for this well-balanced and connected place. We drew inspiration from the architectural renderings, tree-lined streets, and vibrant culture of midtown to create a brand mark that's a living reflection of the neighborhood. The minimal mark pairs with a restrained system of monospaced type to communicate lively brand messaging. In anticipation of the ribbon-cutting ceremony, we even dreamed up a collection of on-site activations.Client
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