Amidst
it all.
Brand Identity, Brand System, Campaigns, Brand Stewardship
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.
As Lead Designer, I 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 to an area that previously felt complex. Launched across the district overnight, it created an immediate sense of civic pride, urban progress, and shared identity.
The new identity not only established Midtown as one of Atlanta’s most recognizable and culturally active districts, 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. As Associate Creative Director, I continued to guide the brand’s evolution across the district, shaping how audiences experienced Midtown as being 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