Rebuilding Modern Atlanta

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Challenge:

Each year Modern Atlanta hosts a week-long showcase of the city’s modern design. And for MA’s first few years of existence, the event was all they were known for.

Modern Atlanta asked Armchair to expand the scope of their brand identity and give them a global platform from which they could bring the latest developments in Atlanta’s design community to the rest of the world—year-round.

Solution:

For Modern Atlanta’s new logo, Armchair placed its initials inside a three-dimensional box that suggested a building.

The logo’s shape connected MA to the city. Its simple, modern geometry and type made it attractive to both designers and the public. And the logo’s dynamic three-dimensionality gave MA a new identity: that of an ongoing movement.

Next, Armchair gave MA’s website a friendly and approachable tone. We added copy and clean lines that felt inspired to enthusiasts, while still welcoming to those who knew little about design. We enabled the content to be consistently updated, giving users a reason to visit over and over—even after the annual event had ended.

Armchair effectively transformed MA’s website from a one-time informational landing page into a content-driven launch pad for action, relevant to a global audience year-round.

Finally, Armchair extended MA’s new brand to print, transforming what used to be a simple tour guide for the week into a 50-page book that showcased the event, the movement, and Atlanta’s design community.

Results:

The site’s blog-based approach made it easy for MA to continually update its content and keep visitors coming back.

Due to their new tools and brand system, MA became a global voice for modern design.

No longer confined to a week, Modern Atlanta is now a movement.