Leadership Atlanta

“Better Leaders for a better Atlanta.”

Leadership Atlanta, the city’s largest and longest running leadership development program, first approached us with the idea of updating their Web site. It was after a few conversations and a deeper look into the brand strengths and weaknesses that we discovered a need to revitalize the brand to match what people knew and expected from the organization.

 Challenge

Our challenge was to develop an evolutionary brand identity that intertwined the exclusivity, tradition, and diversity of the brand while maintaining the current equity, as well as crafting perceptions around the true value of the brand. After a brand audit our key objectives were:

1. To Renew and Revitalize the Brand
2. Maintain Brand Consistencies & Standards
3. Organize the Brand Architecture

 Solution

With 70+ years of existence, research concluded the current triangle logo retained equity and recognition, but lacked uniqueness or deep rooted meaning. With this in mind, retaining the triangle shape was the most effective way to keep all stakeholders engaged. However, the new triangle also forms an interlocking “L” and “A”, the initials for “Leadership Atlanta”, adding interest and dimension. The logotype is set in a serif font that classically and elegantly provides balance and uniqueness. We maintained the blue, but refined into a deeper, richer hue, and established brand color standards for consistency.

 Results

“When Leadership Atlanta was introduced to Matchstic, we knew our old branding didn’t convey the relevance and social capital that really is embodied in the organization and its Members. Matchstic’s acumen for balancing a deliberative discovery process with a creative, client-focused approach was unexpected and refreshing to those of us on staff - but also earned the attention of some of our stakeholders who have spent years in the marketing field. The result was a re-brand and new website that immediately conveys the quality and character of a four decade old organization to a more contemporary target audience.”
- Dan Williams, Director of Alumni Affairs