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 LGBTQ 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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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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