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Underground Atlanta unveils ‘bold’ new branding, marketing push

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The mixed-use development’s new aesthetic scheme aims to deliver on early promises of vibrancy

A photo of an Underground ad at a bus station
Prepare to see bubbly Underground ads around town.

With claims of boldness and vibrancy, developer WRS has unveiled new branding for the mammoth south downtown project that’s aiming to reimagine long-neglected Underground Atlanta.

Now adorned with a new logo and marketing campaign, designed by creative agency Visual Soldiers, the development is slated to bring restaurants, retail, and residences to a part of downtown that’s for years been something of a ghost town.

The flashy Underground website seems inspired enough, with a breakdown of sections dedicated to typical mixed-use purposes, plus “dormitory.”

The redevelopment ambitions were announced in December 2014 by former Mayor Kasim Reed.

The recent branding announcement echoes Reed’s promises to bring a new glow to the neighborhood, although total delivery of the Underground project should take years.

An image of the new minimalist logo
Sleek and simple is the intent here.

The entire south downtown district is undergoing an overhaul that’s expected to spruce up not just Underground—which houses the new Masquerade music venue and not much else yet—but also a bunch of nearby properties along stretches of Broad, Mitchell, and Peachtree streets, among other popular pockets.

WRS recently released plans for “Block One” of the Underground development, which will entail the vertical buildout of residences, retail, and hotel space at the 2-acre section.

In related news, on Thursday the Atlanta Downtown Neighborhood Association is hosting a community meeting to discuss the Underground redevelopment plans.

It will be held at the Masquerade’s Heaven venue, in Kenny’s Alley.

Underground Atlanta

50 Upper Alabama Street, , GA 30303