Located in Atlanta, Georgia, The Registry on the Park was a rebrand of an existing project, so the target audience was unique in that it included both existing residents and new ones. Taking inspiration from the community’s walkable proximity to both the Atlanta Botanical Garden and Piedmont Park, we created a name and brand identity system that fused lavish luxury with the serenity of nature—A story of urban-core living told through a lush, botanical lens. The resulting brand is refined, whimsical, and eclectic, designed to appeal to our well-to-do, arts-focused audience. The Registry on the Park is a prestigious city address with the unique ability to transport residents to a serene and bucolic place.