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.

Positive Posters

Challenge:

After the success of the M5 site, Coca-Cola asked Armchair to design posters for the Coke Side of Life campaign.

Armchair decided to translate the sincerity and positivity of the client and campaign into innovative pieces of graphic design.

Solution:

To tackle the challenge, Armchair assembled and directed a team of world-renowned graphic designers, including Siggi Eggertsson, Josh Boston and Armchair’s own Stefán Kjartansson.

We executed three exceptional interpretations of the concept, each in a style unique to the designer. The posters formed a mash-up of ‘60s-style lettering, Memphis post-modern colors and hypnotic op-art.

Results:

The posters went beyond simply communicating the campaign’s brand. They became works of art in and of themselves, lending to Coke an innovative style that would help it capture a sophisticated audience.

See more in the Armchair portfolio.