Summary

Seventh Midtown, from developer Loudermilk Co., the first for sale condo in Atlanta since the market crash of '07/'08, needed these high-end condos to be completely branded from the ground up, including a new name. After strategizing and presenting naming options, Loudermilk decided on Seventh, the street the building sits on. The name conveys privilege and exclusivity. The campaign was centered around the target customers and their very different lives - the maven, a wealthy man in the LGBTQ community, a young socialite couple, and a well-off empty nester. Tying them all together as their paths cross in Midtown Atlanta - the park, work, events, restaurants, museums, coffee shops, etc. The building was positioned with the tagline - Only a Select Few Can Own Midtown. Brash and bold but effective, the building sold out within a few months, with the Penthouses selling first. The color palette needed to convey exclusivity, sexiness, and excitement - in totality, this project was a massive success.

This was an amazing project to be a part of, from the custom photoshoot to the many locations filmed around Atlanta.

Unfortunately, after the building was completely bought out, the Loudermilk Co. marketing team took the Seventh Midtown website down; however, I do show some examples below.

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My Role

1. Strategic discovery

2. Brand naming

3. Ad concepts

4. Custom logo typography and iconography

5. Art direction of the entire project, from look and feel to video and custom photoshoot

6. Messaging/copywriting

7. UX/UI - Web design

8. Mobile design

9. Landing page teaser design & animation

10. Fence banner design, billboard design (electronic billboards as well in sports arenas)

11. Sales center exterior graphics and interior sales center display design

12. Wayfinding signage

13. All design of sales collateral

14. Custom illustrated floorplans

15. Project lead

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Project Breakdown

— Brand naming

— Custom imagery and messaging

— Logo that fits the exclusivity of the property

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

— Provide a visual framework that will help the sales team sell units in the given time frame

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