1420 Peachtree

Midtown, GA

Completed at Nimble. Design Co.

1420 Peachtree is a museum quality trophy office tower located at the intersection of Peachtree and West Peachtree Street in Midtown Atlanta. With the full-building coming available in 2021, Franklin Street Properties proactively engaged Nimble. to lead a holistic reintroduction to market campaign in tandem with architectural visioning to raise awareness for this monumental leasing opportunity. We kicked off the project with discovery research, key stakeholder interviews and a strategic naming evolution. Formerly known as ‘Pershing Point Plaza’, the evolution to ’1420P’ allowed the asset to stand on its own, helping it stand apart from surrounding workplaces using the Pershing Park as a location identifier.
Crafting a strong story to position 1420P at “The Gateway to Midtown”, we articulated the vision for a wholly controllable headquarters opportunity with hand-selected amenities at the entrance to the Arts District. The resolved visual identity system depicts the building’s iconic wedge-shaped location, tying into the energy and flexibility associated with North Midtown’s growing landscape through an emotive palette and bold pattern. Working hand-in-hand with the lead architect, we brought the brand to life in the virtual built environment through a strategic series of test fit and amenity renderings as well as fly-through videos to demonstrate its boundless potential for customization. Successfully launching the opportunity to market for pre-leasing, we designed a keepsake brochure, video-centered website and targeted email marketing campaign. Ensuring an equally impressive, in-person tour experience, our last step was designing a custom free-standing marketing center experience for 1420P’s remarkable four-story rotunda space.

Brand Naming and Positioning
Brand Voice and Messaging Development
Visual Identity Development
Marketing Collateral
Email Marketing Campaigns
Web Design
360º Modeling Consulting
Signage Design and Consulting
Experiential Marketing Center Design