Downtown Atlanta

Central Atlanta Progress and the Atlanta Downtown Improvement District had done great work for decades but that work lived across two names and a huge swath of touchpoints that weren't connected in people's mind. Son&Sons gave both organizations a single, flexible identity system built to amplify their work and catapult Downtown Atlanta into its next chapter.

Truth

Downtown was on the edge of big transformation, new residential and retail development, a growing student population, and major venues drawing visitors from across the world. But for most Atlantans, their concept of Downtown had drifted from central business district to a but the neighborhood was known mostly through its landmarks rather than as a cohesive place. People could name the Aquarium or Mercedes-Benz Stadium without ever picturing the streets, blocks, and daily life connecting them. The identity needed to do two jobs pulling in different directions: project the scale and momentum of everything Downtown is becoming, while staying grounded and specific enough to feel like an actual neighborhood rather than a skyline. And because the brand would only work if the people living, working, and building there wanted to carry it too, the system had to be built for participation from the start.