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THE BATTERY ATLANTA /

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Assessment /
Research /
Positioning /
Naming /
Identity /
Messaging /
Management /
Advertising /
Consulting /

Assessment / Research / Positioning / Naming / Identity / Messaging / Management / Advertising / Consulting /

The Project

Prior to the opening of SunTrust Park, The Atlanta Braves Development Company needed to establish a brand for its mixed-use entertainment community located just outside of the stadium. The brand sought to convey energy and encompass a live, work, play mentality that engaged young millennial, non-baseball fans.

How We Won the Heart

After conducting months of market research and generational profiling, we landed on The Battery Atlanta brand name to position the development as a source of great energy, while subtly paying homage to the game of baseball. The brand was uniquely positioned as the South’s preeminent lifestyle attraction—a destination that offered something for everyone. A full identity suite featuring bursts of color and unique patterning was then introduced to invigorate audiences and seamlessly pair with vendor partners.

“The new identity for The Battery Atlanta embodies the excitement we expect to generate here. Thank you SME.”

— Derek Schiller, Executive Vice President — Atlanta Braves

“The new identity for The Battery Atlanta embodies the excitement we expect to generate here. Thank you SME.”

— Derek Schiller, Executive Vice President — Atlanta Braves

WORK /