Downtown ATL Fencing

Downtown Atlanta

Building the story and identity to accelerate the transformation of Atlanta’s urban center.

Downtown Atlanta is full of giants. Epic destinations like The Georgia Aquarium, Mercedes-Benz Stadium, Georgia State University, Centennial Park and Fortune 500 headquarters draw crowds by the millions. Somewhere along the way, Atlantans' idea of Downtown shifted from a living central district into a scattered collection of landmarks with nothing connecting them.

Our challenge was to weave the stories, places, events, and culture to spark a city-wide inspiration about Downtown. To present Downtown Atlanta as a real, vibrant neighborhood at the heart of the city. With the World Cup on the horizon, a full pipeline of new residential and retail development, a growing student population, and rising visitor numbers, Downtown was on the edge of a genuine transformation. Our opportunity was to give that momentum a narrative and a single identity strong enough to carry it. We helped Downtown write the story of its own growth and created a system designed for maximum participation.

DowntownATL_Blue Window
Downtown
DowntownATL Box Sign
Downtown ATL Visual Grid. A grid of Downtown ATL imagery featuring local culture, graphic icons, mosaic tile details, and neighborhood flowers.
Downtown ATL Jacket. A navy jacket displays a large Downtown ATL logo printed on the back.
Downtown
Downtown
DowntownATL App
Downtown ATL Construction Fencing
“I’m Downtown” Poster. A Downtown ATL poster features a local shop owner holding sneakers beneath the headline “I’m Downtown.”

I'm Downtown

We wanted a simple and central idea to carry CAP and ADID's work into public view for the first time using one voice. The power of "I'm Downtown" is twofold: it's a declaration of belonging, identity, and pride that positions Downtown as both a place and a mindset. We wanted everyone to see themselves as a part of Downtown's greatness. It's an idea we expanded throughout the brand, including the visual system, the full messaging platform, and the suite of templates and launch materials. The two organizations used to need paragraphs to explain who did what. We gave Downtown Atlanta Inc. a system to say it simply. "We're Downtown."

Downtown

Defining a district

A eureka insight during our Truth phase was that part of our job would be to clarify what's even considered “Downtown”. Everyone we'd spoken with defined the neighborhood boundaries differently and could only agree it was somewhere in between Buckhead and the airport.

The square mark traces Downtown's main boundary streets: North Avenue, Memorial Drive, Northside Drive, and Boulevard. In every application, it reinforces the idea that the square in the center of the city is the best place to be. Wherever it shows up, on a manhole cover, a publication, a stadium jumbotron, the shape reminds you "this is Downtown". The color inside can shift while the boundary stays locked in place, reflecting the vibrancy and variety contained in the neighborhood.

Downtown Atlanta mural
Downtown
DowntownATL Layout
Downtown
Downtown
Downtown
Downtown
Downtown
DowntownATL Inc Window

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