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).