Summary

Icon Midtown has an incredible location right in the epicenter of Midtown, Atlanta. It has easy access to I-75/I-85 and is within walking distance of the Marta Arts Center station. I created a custom serif typeface along with an icon mark that gives it an elegant, modern feel. The abstract pyramid mark symbolizes the elevated lifestyle, the pinnacle of living brand feel. The mark is also very dynamic in that it can be used for accent floor tiles and wall ornaments. The mood has a very sexy Miami tone. The ownership group wanted Atlanta's first-ever topless pool deck, bringing in a Miami vibe. I don't think it was ever approved, but the developer didn't hold back in wanting something different!

The brand was positioned for professionals with money to spend looking to rent in Buckhead, close to Lennox mall shopping, fine dining, a robust nightlife, and top-notch amenities when they want to stay home.

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My Role

1. Strategic discovery

2. Brand positioning/brand mood

3. Initial brand execution, received client approval

4. Iconography

5. Collateral design

6. Ad concepts

7. Web design, custom landing page

8. E-blast design

9. Art Direction of website build

10. Environmental graphics

10. Team lead

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Project Breakdown

— New construction high rise in Buckhead

— Need a brand identity that has more of a sexy Miami tone

— Create sexy imagery and mood

— Create a website that invokes user interaction for longer stay times

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