At A Glance

market influx leads to innovation

Atlantic Station
Brand Refresh, Experiential Marketing, Website
Multifamily and Mixed-use Communities

Known for being a city within a city, Atlantic Station has its own zip code with prime visibility from the city’s most dense traffic corridor. Owned by Hines Commercial, the 138-acre, mega-use development offers the best of Midtown Atlanta with shopping in 30+ top retail brands, 18 dining choices, the Southeast’s largest Regal Cinemas theater as well as year-round neighborhood and regional events, including the notable Cirque du Soleil, High Museum Wine Auction, BB&T Atlanta Open and Music Midtown, to name a few.

As Atlantic Station’s growth and expansion continued, Hines brought our team on-board for a rebrand of the development and to help build the experiential marketing aspect of the destination, as well as support the events marketing efforts by the on-location marketing team.



a fresh look for an established brand

Given the well-established brand recognition of the development, we made the strategic decision to keep the name, logo and brand color palette. Instead, we developed a new creative concept using an abbreviated “AS” as an iconic mark – which became the identifier of the new campaign. Throughout the rebranding process, we also worked to define the new brand standards, including tagline development, color and typography, and stock photography selections.

A new website was developed to not only digitally represent the updated brand but also to provide a more interactive and enhanced user experience. Events played a major role in driving traffic (and sales) for Atlantic Station and, therefore, the events calendar and functionality of the new site was a top priority.

rolling out the brand

We utilized product-centric photography from the stores and restaurants with brightly colored backgrounds. Each event and diverse amenity had its own distinct identity consistently displayed across the market while preserving the integrity of the Atlantic Station brand. This new look and feel was introduced through various traditional and digital efforts including posters, event calendars, pole banners, shuttle wraps, store directories, magazine ads and so much more.

Atlantic Station

At a Glance

Atlanta, Georgia

Owned by Hines, a privately owned global real estate investment firm with a presence in 219 cities in 23 countries.

At 138 acres, Atlantic Station is Atlanta’s premier open-air shopping destination, offering the best of Midtown with upscale shopping, dining, world-class events and more.