Brand Repositioning & Identity Development

Background & Challenge
Central to the Atlantic Station development is Atlantic Grill, a popular dining destination known for its vibrant nightlife. Under new ownership, the grill was overdue for a rebrand to attract new customers while retaining the loyal clientele who have made it a go-to dining spot in the neighborhood. Founded in 1901, the Atlantic Steel Mill helped shape Atlanta’s industrial legacy, and today its spirit lives on in Atlantic Station, a dynamic hub for shopping, dining, and community events.

Approach
A bold new brand, logo design, and visual identity were created to honor Atlantic Grill’s rich history while positioning it for the future. The rebrand seamlessly blended the heritage of the Atlantic Steel Mill with a fresh, contemporary ambiance, crafting an experience that appeals to both longtime residents and new visitors. This updated identity not only enhanced the restaurant's atmosphere but also attracted a broader audience, ensuring it remained a staple in the vibrant Atlantic Station community.