Central Atlanta Progress

Central Atlanta Progress needed to introduce, reinforce and bring to life the Connect Downtown brand and it’s call to action.

The Challenge

Central Atlanta Progress recently unveiled the Atlanta Streetcar, the newest sustainable transportation to get around Atlanta. MVG was asked to create an engaging, disruptive, and compelling campaign that makes people think differently about “connecting” with alternate transportation options in Downtown Atlanta, highlighting the Atlanta Streetcar as well as other sustainable transportation options such as the Marta Train, Marta Bus, walking and biking.

Naming Architecture

Individual brands are where product naming becomes interesting and challenging. This “campaign brand” enveloped all alternative transportation options in downtown ATL – as an umbrella concept that helped consumers in Atlanta better understand the idea of getting around Atlanta as a holistic linked network vs. a series of individual transportation options (with the Streetcar being in the forefront).

Brand Values

Belief and behavior


Progressive
A Personal Choice
Convenient
Safe
Vibrant
Clean
Green
Easy
Reliable
Efficient
Interactive
Engaging

Brand Promise

Commitment to Consumers


Whatever form of alternative transportation you choose, we have an option that creates a powerful connection in your life and the ability to move freely, happily, reliably and without boundaries or burden, to engage with Downtown Atlanta.

Brand Experience

Points that deliver


Making Downtown A Better Place
A way to connect with…
…your workplace
…your neighborhoods
…people/friends
…retailers
…food & drink
…the history of place
…your family
…your city
…events and community
…the outdoors

Brand Voice

How the brand talks


Hip
Individual
Genuine
Authentic
Original
Fun
Smart
Forward Thinking
Encouraging
Educational
Positive

Final Logo

Print Ads

Banner Ads

Point of Sale • Bike Vending Machines