Atlanta Department of City Planning Branding Case Study

Year:: 2017
Industry:: Government

(Services)

Intro

Vision without a roadmap won’t take you far.

Atlanta’s Department of Planning and Community Development has a lot to say to a lot of people, but the messages aren't always clear.

With big dreams to build a closely aligned department and drive responsible growth in our city, Commissioner Tim Keane sought our help. We worked with him and his core team to uncover why the department exists and what they hope to accomplish.

The result was a focus on designing Atlanta at its finest.

The challenge was to design a system within the long-standing city brand, including a seal that's been around since the 19th century. In response, we created a clear hierarchy using practical typography, focusing more on utility than ornamentation. We were also charged with humanizing the language they use, to better inform the public and provide clear direction.

What came next were a series of improvements to the customer experience, starting with a new department name.

We updated the brand architecture using emotional color theory to differentiate the offices within the department.

And helped implement new way-finding standards within the offices, including signage that would clearly direct people through the permitting and approval process.

As a public service, Department of City Planning prides itself on showing up every day to give Atlanta its all. Their new identity system helps them do this by removing barriers for citizens to interact with the department.