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.
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.
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.
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.