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.
Digging In
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.
“The goal was to take the existing brand - something established and recognized by tenants and the Midtown community as a whole - and to modernize it in a way that felt fresh, new and exciting, while simulatenously ensuring that it didn’t stray too far from its legacy.”
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.
Scope Included:
Digital tour collateral
Property website
E-blast series
Bisnow ads
“For 999 Peachtree, we weren’t completely reinventing the wheel. Visually speaking, we wanted the newly crafted brand to draw inspiration from the original, while really leaning into the refreshed icon to showcase the height and prominence of the building in Midtown. From aligning to the asset’s architecture to producing digital and tangible branded collateral, we worked to supply the team with a flexible brand that matched the integrity of the building itself.”