Atlanta’s Midtown Alliance needed a new identity to unify Midtown as a great place to live, work, and visit.

Midtown Alliance supports the development and renewal of Midtown Atlanta. Working with the community, board members, and business leaders, the organization ensures Midtown remains a vibrant and progressive district in Atlanta.

I created the logo and the concept for the identity system. Its success resulted in a long-term partnership between Son&Sons and the Midtown Alliance team. For the next five years, I led the design and headline copywriting of numerous outdoor banner campaigns, promotional materials, brochures, and annual meeting events.
The goal of the rebrand was to develop a cohesive system that celebrates the area and connects all of Midtown Alliance’s initiatives—from public safety to landscaping to their sustainability and transportation programs.

The gap in the logo is both a play on Midtown being at the heart of the city and of Midtown’s main thoroughfare, Peachtree Street. This gap also serves a functional purpose, as it opens up to become a visual framing device.

The rebrand brought attention to Midtown Alliance and helped them gain more funding for their capital projects. In 2016, the American Planning Association awarded Midtown Atlanta a Great Neighborhood. 

Design Lead
    Brand Identity &
    Campaign Design
Associate Creative Director
    Campaign Design

Creative Director
    Wade Thompson
    Michael DiCristina
    Graham Robson
    Ryan Nix Glenn
    Brice Beasley
    Brittany Blankenship
    David Naugle

© Elise Mattingly