Where It All Works

Perimeter is one of Atlanta’s largest business districts, home to more than 5,000 companies, major retailers, residential communities and a growing network of restaurants, public spaces and transportation. Yet despite its scale and influence, the area lacked a unified identity. It was widely understood as a corporate center, but less often recognized as a connected community where people could work, live, shop and gather.

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As Head of Creative at VISUALHOUSE, I led the creative development of a new placemaking brand for Perimeter. We worked closely with the PCIDs board and members of the local community to understand what made Perimeter distinctive, what people valued about it and how they wanted to see the area evolve.

Built around the positioning “Where It All Works,” the brand reframed Perimeter as more than a collection of offices. It presented the district as Atlanta’s corporate playground—a place for established companies, creative businesses, residents, visitors and the people shaping what comes next. A bold visual identity, energetic voice and flexible campaign system gave the district a distinctive personality while bringing its many audiences and experiences under one cohesive brand.

The identity was introduced across advertising, digital communications, environmental applications and an anthem film celebrating the people who work, live and spend time in Perimeter.