Destination Case Study: City of Atlanta, USA

One Atlanta / IoT.ATL: Positioning the city of Atlanta with a unified, credible brand identity

The challenge

Under the City of Atlanta Chamber of Commerce, Invest Atlanta, the office of the city’s Mayor, and associated organizations, a series of projects focused on building a cohesive, integrated brand identity for the city of Altanta and the broader US state of Georgia. The goals for the project were a unified brand identity, equality and inclusion for all citizens, and the presentation of the city as an attractive destination for investment and potential residents.

The context

The City of Atlanta was challenged by a  complex set of identities and multiple stakeholders, all competing for attention, investment, and resources. The city faced a common but complex urban branding dilemma. 

Fragmentation: the city’s identity was split between its deep historical roots and its emerging status as a high-tech innovation hub.

The stakeholder gap: destination marketers needed to attract high-value investors and tech talent without alienating long-term residents or ignoring systemic disparities in underserved communities.

Brand mission: to move beyond a mere logo and create a placemaking strategywhere economic mobility and technological advancement were inextricably linked.

The methodology

We fostered authentic engagement by partnering with Fortune 500 CEOs, university ecosystems, government offices, neighborhood advocates, technology and urban design experts, and many other stakeholders.

The process began by breaking down silos between municipal and private-sector organizations to ensure the brand was built on shared goals.

The city piloted  sustainable and inclusive technology projects to prove its "innovation for all" brand promise.

Every branding exercise grounded  marketing narratives in actual policy to create a credible and resilient final brand identity.

The new plan

The strategic plan harmonized the city into a more unified brand identity, signaling stability and growth driven by a diverse workforce while aligning economic and visitor growth.

The city was established as a global hub to foster an ecosystem where innovation and social impact attract talent through data-driven solutions for community living.

Recognizing that placebranding requires a welcoming destination, the plan integrated public safety and community-based programs, branding the city as a modern, compassionate metropolis.

The plan also protected the authentic cultural fabric of legacy neighborhoods, maintaining the unique character that attracts families and tourists.

*Project executed in partnership with BrandCulture