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Uptown Atlanta

A transformative destination connecting Buckhead x Midtown

A substantial, multi-year redevelopment visioned by Rubenstein Partners, Nimble. was proud to lead the connection of 2D and 3D brand extensions across marketing, placemaking, and experiential expressions.

Industry

Mixed-use

Client

Rubenstein Partners

Role

Brand Partner

Market

Atlanta, GA

A person walks past a brick building with large geometric blue and gray signs that read “Welcome to Uptown” and list offerings like office, dining, retail, and events. There is a small tree and a fire hydrant nearby.

Clarifying a mixed-use brand built to connect

Joining the creative team mid-construction process meant acclimating with speed and a focus on connection context with roadmapped action. Beginning with visual and verbal identity evolution, we refocused the brand position and its connective parts to sharpen its delivery across wide-ranging marketing and environmental design applications.

Through custom illustrations and icon sets, to expressive pattern application and color-coded placemaking, we shaped an expectation for attainable connection and asyncronous accessibility for the developments diverse users, ranging from workplace to retail, F&B to residential, transient commuters to event-goers.

In addition to supporting foundational brand, and marketing activation, Nimble. continued our partnership as brand partner and contributing designer of a host-ready marketing center, interior signage for the office building, and a comprehensive development signage and wayfinding program.

A multi-level parking garage labeled Uptown City Center stands beside a tall office building; several signs display a large blue P for parking, and a city street runs between them.
A parking garage entrance with a large PARKING sign above a blue Uptown City Center sign. Entrance barriers and a clearance sign are visible at the garage entry.
Two vertical banners hang on a black pole against a blue sky. The left banner is green with white text reading THE LAWN AT UPTOWN. The right banner is yellow with geometric patterns and a white semicircle design at the top.
A person walks past a building entrance with large glass doors and windows covered in bold orange geometric patterns. The door displays white text about Revel and an event, along with the number 572 above the entrance.
A modern building with large glass windows displays the word UPTOWN in big white letters on its exterior, with trees and a partly cloudy sky in the background.
Tall black signpost with large vertical letters spelling UPTOWN and a sign listing “Towers at Uptown,” “Main Street Dining,” “The Lawn,” and “Pike Nurseries.” Blue sky with clouds in the background.
Vertical sign attached to a concrete parking garage reads “GARSON” above a large green and white “P” symbol, indicating parking. The sign features green, white, and black colors.
An empty parking garage level with blue and white geometric wall art, large 1 and MAIN STREET text, directional arrows, an elevator, and white-striped parking spaces. Overhead fluorescent lights illuminate the area.
A green and white wall in a parking garage features a large arrow and the words “THE LAWN.” A blue warning light, a yellow bollard, and utility pipes are also visible.
A large green wall in a parking garage displays “GARSON 1” in big white letters. Nearby, handwritten text reads “‘TIL NEXT TIME” with a peace sign and arrow, and a yellow bollard stands in front.
Glass doors with metallic handles display white signage leading to a fitness center. The left door has an icon of a water bottle and speaker, and the right door reads TONE AT UPTOWN in bold letters. Arched mirrors are visible inside.
A white wall features a modern, minimalist sign with cut-out icons of a video game controller and a billiard ball labeled “8,” above the word “ACE” in raised letters.
A black restroom sign with white male and female symbols and a left-pointing arrow mounted on a wall with a yellow border.
A blue geometric wall mural features a white shield logo and the words UPTOWN ATLANTA in bold white letters, located in a modern, spacious office with large windows.
Large window display in a modern building shows a colorful map labeled Forward Momentum with abstract buildings and paths, highlighting the planned intersection of the BeltLine, PATH 400, and South Fork Trail.
A modern office space with a coffee station on the left and a large, colorful Find your way Uptown wall map displaying building layouts and pathways on the right. Exposed pipes cover the ceiling above.
A blue floor decal sign with a white Uptown logo and text that reads 'Hello, Beltline. Walk this way.' displayed on a textured gray surface.
A marketing center with polished floors, large windows, and colorful pillars featuring text about residential apartments and condos. The space appears clean, bright, and mostly empty.

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