Brand Atlanta

Project Overview
Atlanta. The 8th largest city in the US, boasting a metro population of over 4 million, a national ranking of 3rd for Fortune 500 company headquarters, and the US’s busiest airport. It is a vibrant, diverse city that hosts thousands of visitors each year who come for its warm weather, modern attractions and unique southern charm.

Brand Atlanta, Inc. was formed by Mayor Shirley Franklin with the goal of “actively marketing and bolstering the identity of Atlanta and the surrounding metro area.” Launched in 2005, the initial campaign “Every Day is an Opening Day” was unveiled with much anticipation, however its mild success led Brand Atlanta to search for new ideas.

Atlanta’s current logo was perceived as “too corporate” by most respondents.

Revitalizing a Struggling Campaign
Jaymus Creative, along with CHANGE, were charged with bringing big ideas to the table that would capture the spirit of Atlanta and would drive tourism and convention business. The first task was a revamp of the current logo (right), one that many suggested was “too corporate” and “not memorable.” The new proposed logo (below) created a more approachable look that reflected the attitude of Atlanta, yet was simple enough to be used on a wide array of media.

Revamped Atlanta Logo

Another explored idea was “Hotlanta,” a name already engrained in the awareness of consumers.

The next task was to thoroughly evaluate the brand research, visitor impressions and target consumer to come up with a brand mantra that could deliver everything Atlanta has to offer in one cohesive package. It was stunning what the research revealed. Among the mass of data collected, one thing stood out: Atlanta is simply unexpected. It’s diverse population and world-class attractions make it a cultural gem set in the middle of the southeastern US.

Through the use of projection lighting, the logo would become a feature of the Atlanta skyline during special events in the city.

This is Atlanta
Atlanta has an identity crisis. Consumers who had never visited the city were pleasantly surprised with its big-city appeal combined with its southern hospitality; a wonderful combination that is proudly held by its residents. The common misconception outside the south is that Atlanta is a quaint southern town. Nothing could be further from the truth. Changing this impression was to be the focus of the new Brand Atlanta campaign.

The winning campaign that emerged in the Spring of 2007 from focus groups was the “This is Atlanta” campaign, a simple solution that addressed Atlanta’s identity crisis while simultaneously giving Brand Atlanta a vehicle to promote awareness of the city’s many facets. It’s a departure from the expected “Look what we have” tourism campaigns, instead it seeks to communicate a sense of pride and culture that can be used to tell the true story of Atlanta.

The “This is Atlanta” campaign would be used to highlight notable companies that have contributed to Atlanta history.

Another in the campaign series pays homage to one of Atlanta’s most notable historical figures.

A guerrilla marketing tactic would use 3-D imaging in vacant storefronts to promote the Georgia Aquarium in Chicago and Washington, D.C. See the technology that inspired the idea here.