Celebrating artful living as part of an exciting mixed-use development
The arts inspire us, excite us, and encourage us to think in new ways about all that's possible. When our team was approached to develop branding for Mira, a new residential property located in the heart of Atlanta's Arts District and part of the expansive Midtown Union mixed-use development, we responded with a campaign that celebrates the excitement of artful living—we were inspired by Mira’s close proximity to the Woodruff Arts Center and the High Museum of Art that give Mira residents easy access to an enriching cultural experience.
Leading with the tagline, "The Symphony of City Living," our branding approach seamlessly blends harmonious elements to create a unique identity for Mira. The logotype draws inspiration from the geometric patterns found in sheet music. Evoking the inner workings of a piano, an undulating bar pattern serves as the brand's anchor and a secondary pattern takes cues from the fretboard of a guitar. A rich, jewel-toned color palette directly corresponds to swatches pulled from furniture and finishes found in the amenity spaces.
Our branding for Mira encapsulates the essence of artful living, inspiring residents to embrace a lifestyle filled with creativity, passion, and a deep appreciation for the arts.
At a Glance
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Krista Bourque, Principal, Branding Strategies
A distinctive brand is a critical asset. It resonates with target audiences, creates meaningful emotional connections and directly impacts the bottom line.
Jenya Guillemin, Senior Associate, Branding Strategies
To create compelling brand visuals, you must tap into the optimal combination of intuition, reasoning, logic, and art.
Nina Daly, Senior Associate, Branding Strategies
A great brand comes from that magical place where a good story and compelling visuals meet, creating an experience that is both meaningful and memorable.
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