The Centennial Park Branding Project involved breathing life into the Luckie Marietta district in downtown Atlanta. Luckie Marietta was a district in downtown Atlanta that wasn’t living up to the huge potential of the area or the swift evolution of Atlanta itself. It was time for a change. We took this dated district and breathed life into it with a brand developed to encompass the area’s renaissance.
We named and crafted the new brand for the Centennial Park District, promoting it through a strong web presence, outdoor, traditional media and PR. The new brand has given Atlanta a central district that creates belonging and Centennial Park has seen a huge uptick in visits and tourism.
Typography and color are essential elements in the system, changing to highlight the variety of destinations within the district.
Highlighting location was a major concern for the client, so the brand campaign utilized map pins that could be activated in a variety of ways to literally direct people to their destination.
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