Underground Atlanta unveils ‘bold’ new branding, marketing push
Now adorned with a new logo and marketing campaign, designed by creative agency Visual Soldiers, the development is slated to bring restaurants, retail, and residences to a part of downtown that’s for years been something of a ghost town.
The flashy Underground website seems inspired enough, with a breakdown of sections dedicated to typical mixed-use purposes, plus “dormitory.”
The redevelopment ambitions were announced in December 2014 by former Mayor Kasim Reed.
The recent branding announcement echoes Reed’s promises to bring a new glow to the neighborhood, although total delivery of the Underground project should take years.
The entire south downtown district is undergoing an overhaul that’s expected to spruce up not just Underground—which houses the new Masquerade music venue and not much else yet—but also a bunch of nearby properties along stretches of Broad, Mitchell, and Peachtree streets, among other popular pockets.
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