After the success of the Phase 1 pitch, I was hired as Creative Director for Phase 2 to lead the execution of all environmental branding deliverables—completing the signage system, wayfinding, and glass distraction markers, and ensuring all files were production-ready for fabrication with a handpicked team by me. Guided by the central narrative “From Terminus to Tomorrow,” the project reimagined AIG’s Atlanta headquarters as a dynamic environment that honors the city’s past while embracing its future as a hub for innovation. Through close collaboration with Gensler and AIG leaders, we developed a multi-floor system rooted in place-based storytelling, with each floor thematically tied to an Atlanta neighborhood and expressed through environmental graphics, wayfinding, and branded architectural elements. The final concept presented a cohesive interior experience that communicates purpose, fosters connection, and reflects the city’s ongoing evolution. Design outcomes included an overarching narrative framework, branded floor identities, detailed signage systems, and experiential touchpoints designed to support both functionality and long-term brand impact.

The team’s wayfinding system draws on Atlanta’s neighborhoods and historic railroads. Custom icons, floor naming, glass markers, and durable metal signage connect the architecture to the city. Supplementary project imagery and context: Saba Saadatdar.