Creative Brief

Cooper Carry was invited to compete for a large mixed-use development in downtown Atlanta. The development abuts the city’s sports and entertainment district, containing Mercedes-Benz Stadium, State Farm Arena, the Georgia World Congress Center, and the emerging arts district of Castleberry Hill. This is a marquis project for the city of Atlanta and about a 10-minute walk from Cooper Carry’s offices.

The architecture team was asked to pitch its expertise with mixed-use developments and to make suggestions on how best to densify the downtown property, which was located next to two historic buildings that served as freight depots. Additionally, they were asked to provide massing diagrams.

We wanted to win this project, so we decided to go over and above the RFP request and develop an entire brand concept for the project pursuit. We felt that in order to create the best possible mixed-use development we should help the client understand that Cooper Carry had the expertise to design it but also to create a compelling narrative and brand for it and to work with the architecture team to infuse that brand into the design.

We wanted them to see that everything has the power to communicate, including design, materials, colors, graphics, displays, symbols, art, audio signals, signage, furnishings and more. They should all harmonize together to tell a project’s story. When they do, you’re offering a more holistic and impactful experience which leads to higher leases, higher spends, longer stays, repeat visits, full buildings and project sustainability.