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(Work)
Interlock
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Intro
When “mixed-use” means so much more.
A development team that included Georgia Tech envisioned Atlanta's West Midtown neighborhood on a grander scale. Their project would connect technology, food, culture and style in one distinctive urban destination.
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With ample office space, an extensive business incubator, retail opportunities, a hotel, and 350 apartments, the project would ultimately serve as an anchor in the quickly-developing West Midtown neighborhood of Atlanta. And crucially, the site would boost walkability by creating an accessible pedestrian corridor through the formerly-industrial area.
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Our team scoured the neighborhood for inspiration, ultimately finding a historic plaque with a word that fit the site perfectly: Interlock. Drawn from the Howell Interlocking Historic District, where four railroad lines converged, the name connoted cohesion, connection, and community.
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Visually, the brand is appropriately big and bold. Its symbol, based on intersecting trail tracks, forms a sturdy and industrial 'I' and suggests themes of connection and intersection.
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Might we suggest
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Midtown Union
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Armour Yards
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