For all walks of life.
As Atlanta rises in the South, our community has grown and developed for the better. So when JLL engaged us to collaborate on a groundbreaking project in Midtown, we were honored to make a meaningful mark on our city.
![01 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/01_MidtownUnion_3000_190513_175147.jpg)
This ambitious development is bringing together iconic structures, landmark art installations, intentionally designed workspaces, specialty stores and a signature pedestrian pathway.
These four city blocks represent harmony between…
We first needed to name this well-balanced and connected place.
![04 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/04_MidtownUnion_3000.png)
The name describes not just the property’s central location, but also how it brings together all walks of life in one, central place.
![05 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/05_MidtownUnion_3000.jpg)
![06 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x1462_crop_center-center_none/06_MidtownUnion_3000.jpg)
We then drew inspiration from the architectural renderings, tree-lined streets, and vibrant culture of midtown to create a living reflection of the neighborhood.
Triangular shapes drawn from the origami-like dimensions of the property’s signature building form a simple, flexible M. This symbol becomes a window for people, art, nature and interaction to shine.
![08 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/08_MidtownUnion_3000.jpg)
![26 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/26_MidtownUnion_3000.jpg)
![03 MU 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x852_crop_center-center_none/03_MU_3000.jpg)
![10 Midtown Union 2000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/10_MidtownUnion_2000.jpg)
![11 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/11_MidtownUnion_3000.jpg)
![12 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/12_MidtownUnion_3000.jpg)
![13 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/13_MidtownUnion_3000.jpg)
Beyond the minimal mark, a restrained system of monospaced type is utilized to communicate lively brand messaging.
![15 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/15_MidtownUnion_3000.jpg)
![16 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x852_crop_center-center_none/16_MidtownUnion_3000.jpg)
In anticipation of the ribbon-cutting ceremony, we dreamed up a collection of on-site activations.
![19 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x642_crop_center-center_none/19_MidtownUnion_3000.jpg)
![MG 6525](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/MG_6525.jpg)
![31 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/31_MidtownUnion_3000.jpg)
![20 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x720_crop_center-center_none/20_MidtownUnion_3000.jpg)
![21 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/21_MidtownUnion_3000.jpg)
![22 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/22_MidtownUnion_3000.jpg)
![23 Midtown Union 3000](https://paragonn-cdn.nyc3.cdn.digitaloceanspaces.com/matchstic.com/images/_1280x853_crop_center-center_none/23_MidtownUnion_3000.png)