As Design Lead for this Atlanta Downtown Improvement District project, I managed a team of graphic and motion media designers, fostering collaboration across UX, marketing, service, and hardware to ensure cohesive, on-brand design elements. In a strategic initiative to enhance wayfinding at Atlanta’s busiest intersection—serving over one million visitors annually—the team reimagined key resources for improved navigation and guest experience. A refreshed brand identity was created, supported by a brand guideline book and physical applications on prototypes and materials. With the 2026 World Cup approaching, the team worked closely with stakeholders, production and various suppliers, including printing and hardware companies to facilitate project execution and obtain accurate quotes. Our final result included sustainable solutions such as an upgraded information booth, digital kiosk, and environmental design enhancements for Downtown Atlanta and beyond.

The multidisciplinary team developed a neighborhood color system, street banners, information-booth graphics, kiosk integration, and brand guidelines. Saba Saadatdar contributed the neighborhood color strategy. Additional project imagery and context: Saba Saadatdar.