Peachtree Center’s new brand identity portrays the project from a fresh perspective, celebrating its character and vibrancy, all with a touch of Downtown Atlanta grit. Infused with a sense of energy and authenticity, the brand simultaneously celebrates the surrounding community and highlights Peachtree Center’s completion of over $20M in capital improvements through a vibrant color palette, striking user-generated imagery, and halftone texture inspired by the iconic Portman architecture.
Accompanying Peachtree Center’s immense renovations, the 2020 Vision Book takes an immersive look at what makes Peachtree Center so unique and integral to Downtown Atlanta. Texture and grit is juxtaposed by an energetic vibrancy making for a truly unique and immersive experience for the viewer.
The Vision Book design is comprised of sections featuring the lively restaurant and entertainment scene, the ever-evolving art installations, the wide range of onsite events and activations, and Downtown’s unmatched connectivity. The layouts and styles featured throughout the book are as diverse and varied as the community that surrounds Peachtree Center, giving viewers a fresh vibe with each turn of a page while subtle consistent elements weave a thread of cohesion that keep it grounded and within brand.
Peachtree Center’s brand refresh and corresponding campaign is decidedly social and undeniably artful - a kaleidoscope of color, typography, and imagery that perfectly communicates the project’s vision and evolution.
Creative Direction
Identity System
Print Collateral
Digital Marketing Campaign
Print & Digital Ad Design
Map Creation
Motion Graphics
Digital Presentation
Website Design
Signage Design
Videography Art Direction
ROLE: Lead Designer
PHOTOGRAPHY: Kaitie Bryant
RESOURCE BRANDING, 2019, ongoing