We were tasked with creating a strategy, name and identity for a new multi-block, mixed use property in Midtown Atlanta. With many stakeholders at the table, we had to create an identity that would appeal to a mass market, as well as the demands of a well-rounded team of developers, owners, architects, interior designers, property managers, and community leaders.

Our design strategy was inspired by the idea that this place would be a blend of the living environment and the built environment; the organic and the structured; arts and business—the dichotomy of life and commerce.

The dynamic mark becomes a reflective device that acts like the architectural materials used throughout the property—a window that allows the interaction between people, art and nature to shine. We used lots of reflective material and literal interpretations of reflection in our work to further expound on this idea.