Nimble. Wrap Ups | 999 Peachtree
With the goal of refreshing the 999 Peachtree Street brand — a well-known and coveted Atlanta workplace, event destination and foodie favorite in the heart of Midtown — to align to new audiences, Madison Marquette and Franklin Street Properties approached Nimble. to lead a brand refresh, maintaining the integrity and stature of the existing brand while pushing elevated design and seamless story forward.
After a thorough site visit, market research and discover discussions with key project teams, we knew that a successful refresh would require shifting the brand’s known history of drawing select traditional, corporate audiences to its reality of resonating with the vibrant, progressive Midtown neighborhood it’s called home for more than three decades.
Positioning and Tone
Focused on positioning 999 as a landmark destination, we married the physical building and the clout of the walkable address to what it means to be a part of Midtown’s thriving community.
Clarify and Flex
With a clear brand story established, we evolved the existing visual identity system ever so slightly, improving flexibility while retaining recognition.
Elements from the Refreshed Visual Identity System
We incorporated hand-drawn illustrations to represent the impressive height of the asset with careful color selection leaning into a rich emerald palette, adding a layer of depth to the existing brand.
Launch to Market
When it came time to extend the brand into marketing applications, we designed a new website, custom tour collateral and a series of targeted e-blasts — culminating in a consistent launch-to-market campaign.
Digital tour collateral