project
Brand Atlanta
Rethinking a Struggling Campaign.
The first task was a revamp of the current logo (above), one that many suggested was "too corporate" and "not memorable." The new proposed identity (below) was designed to be simple and flexible so it could be used throughout the city as a recognizable, cohesive element.
Atlanta is the 8th largest city in the US, boasting a metro population of over 5 million. It's also ranked 3rd in the nation for Fortune 500 company headquarters and is home to 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." Initially launched in 2005, it was unveiled with much anticipation, however its mild success led Brand Atlanta to search for new ideas.
Jaymus, 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.
Thoroughly evaluating the brand research, the key was to come up with a 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. People outside the southeast had no idea of its size, diverse population and world-class attractions. This lack of knowledge was something the new identity would have to address.
