Summary

Seventh Midtown, developed by Loudermilk Co., marked a milestone as Atlanta’s first for-sale condo project since the 2007/08 market crash. The high-end residences needed a full-scale brand identity, starting with a name that exuded exclusivity and prestige. After a strategic naming process, Seventh was chosen – both a nod to its street location and a statement of status.

The marketing campaign centered on the distinct lifestyles of its target buyers – a savvy maven, a young socialite couple, and a well-off empty nester – illustrating how their paths intersect in the vibrant Midtown Atlanta scene. From the park to workplaces, events, fine dining, museums, and coffee shops, the branding positioned Seventh Midtown as the epicenter of luxury urban living. The bold tagline, Only a Select Few Can Own Midtown, reinforced the building’s exclusivity, leading to a rapid sellout, with penthouses claimed first.

The visual identity featured a color palette that conveyed sophistication, allure, and energy. From a custom photoshoot to location filming around Atlanta, this project was a dynamic, immersive experience. Though the website was taken down after the building sold out, the campaign stands as a testament to the power of bold, strategic branding.

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