Amidst
it all.
Midtown Atlanta —
Wordmark, Brand System, Brand Marketing, Seasonal Campaigns
Once considered a transitional neighborhood between Downtown and Buckhead, Midtown Atlanta was steadily evolving into a new center of gravity. With its walkable streets, cultural energy, and a wave of urban and tech investment, the Midtown Alliance organization wanted to reflect this momentum and position the district as the heart of city.
We developed a vibrant identity that could reveal what’s in the middle. With its literal divide, the wordmark opens up to be a framing device for photography, artwork, and messaging. The broad palette and modularity of the letters also gave the brand an iconic, recognizable language.
The system unified everything across the district—from street banners and neighborhood signage to digital and events. It extended across Midtown Alliance’s core initiatives (Midtown Green, Midtown Blue) and program-specific communications, creating visual continuity while allowing flexibility for distinct campaigns.
The redesign brought clarity and emotion to a place once defined by complexity—balancing civic pride, urban progress, and a strong sense of community.
The new identity not only amplified Midtown’s presence, it helped Midtown Alliance secure significant funding for continued revitalization efforts. Two years after the brand launched, Midtown was named one of the “Great Places in America” by the American Planning Association.
What began as a branding initiative grew into a five-year creative partnership. I led the direction of seasonal banner campaigns, promotional materials, and annual events, shaping how people experienced Midtown as a vibrant neighborhood in the heart of it all.
Role —
Lead Designer (rebrand)
Associate Creative Director (post rebrand)
Team —
Creative Director: Wade Thompson
Designers: Brice Beasley, Michael DiCristina, Graham Robson, Ryan Nix Glenn, Cameron DeMattia
Client —
Midtown Alliance
President & CEO: Kevin Green