ATLANTA DOWNTOWN IMPROVEMENT DISTRICT (ADID)

Service: Way-finding & Environmental Design Client: ADID × SCAD Timeline: 10 Weeks

We are designing an essential urban tool that offers clear, concise, and welcoming information to encourage exploration, support local businesses, and foster connections within the city.

As part of a SCADserve, SCADpro collaboration with the Atlanta Downtown Improvement District (ADID), I helped develop a comprehensive wayfinding and environmental design system for Downtown Atlanta in preparation for the 2026 FIFA World Cup. The project aimed to enhance navigability, strengthen the city’s identity, and create a welcoming experience for both locals and international visitors.

GOALS

– Enhance clarity and ease of navigation across Downtown Atlanta

– Strengthen the city’s brand identity through consistent visual language

– Create scalable designs adaptable for future city initiatives

LOGO

Our new logo is a refined evolution of ADID’s previous branding, not a replacement. It preserves the geometric foundation, dynamic energy, and bold typography of the original while streamlining the form for greater clarity and impact. The bold red palette strengthens recognition, while the structured “A” mark conveys both stability and movement—capturing the vibrancy of Downtown Atlanta. This evolution delivers a fresh, dynamic, and enduring presence that stays true to the spirit of the city while positioning the brand for the future.

NEIGHBORHOOD BASED COLOR SYSTEM

One of my key contributions was the creation of a neighborhood color strategy to anchor the wayfinding experience. This process included:

– Conducting community surveys and stakeholder interviews

– Visiting each neighborhood to understand its visual and cultural identity

– Researching existing branding, social media presence, and local business

The result was a series of distinct, meaningful color palettes that felt true to each neighborhood’s personality while improving accessibility and navigation for visitors.

APPLICATION & DELIVERABLES

Working closely with UX, marketing, and fabrication teams, the identity was translated into real-world applications, including:

–Street banners and large-scale environmental graphics

–Redesigned information booth wrap

–Digital kiosk design and branded UI integration

–Comprehensive brand guideline book and collateral

(business cards, keychains, etc.)

Cohesive visual elements implemented throughout Atlanta’s busiest intersection—an area welcoming over one million visitors annually

BRAND GUIDELINE BOOK

A comprehensive brand guideline book was created to document the updated identity and ensure consistent implementation across all touchpoints. The guide details logo usage, typography, color specifications, neighborhood palettes, and applications for both physical and digital environments. It serves as a central resource for ADID, future design partners, and production teams—providing the tools needed to maintain brand integrity as the system expands citywide.