Metro Atlanta Land Bank
A bold new take for a 30-year-old institution.
Client
Metro Atlanta Land Bank
Outcome
A new name, logo, and visual identity. The new Metro Atlanta Land Bank bears no resemblance to its predecessor. It is a vibrant, consistent, and thoughtful approach to land banking.
Project Scope
Branding & Identity Design
Graphic Design
Web Design & Development
Challenge
The Fulton County & City Of Atlanta Land Bank is a well-established brand with a long history working to revitalize blighted communities in the city of Atlanta. This land bank in particular is the house of one of the foremost thought leaders in land banking nationwide. With 30 years of service, how do we breathe new life into their already storied history?
Strategy
We partnered alongside Your Crescendo who developed the brand strategy. The very first change suggested was the name change. The Fulton County & City Of Atlanta Land Bank is more than a mouthful. The name Metro Atlanta Land Bank was selected from a focus group and became the foundation for revitalizing their brand.
Design
Starting with the logo, the idea was to create a traditional brand mark with a modern look. The combination logo includes a symbol that is the simplified roof of a home, and the letters M & A. The color palette selected represents the brand's new values: vibrant communities (orange ), affordable housing ( blue ), and economic opportunities ( green ). The visual identity itself uses geometric shapes to reveal the impact of the land bank in photographs. The Website for the Metro Atlanta Land Bank once a lifeless hub for information, is now a bright, invigorating, and energetic website. This new home for the MALB cements the new brand to the public and has received overwhelming praise since its launch.
