100 Peachtree, Atlanta GA
CHALLENGE
The Downtown submarket of Atlanta had been losing its luster to the rise of Midtown and Buckhead – the newer darlings of the metro market. The Equitable Life Insurance building stood as one of Atlanta’s icons, thanks in part to its visibility during sports media coverage. However, as with the Equitable building in Chicago, the company whose name adorned the building had long since left.
Zeller acquired the property in 2017, betting on surging interest in the area. In particular, younger more progressively minded businesses found a sense of authenticity in its alternative and boutique retail amenities, walkability and other attractions.
Zeller turned to Torque to reposition the property brand, promote new renovations and appeal to companies interested in distinctive office experiences.
Owner
Zeller
ARCHITECT
Skidmore Owings Merrill
ORIGINAL CONSTRUCTION
1968
LOCATION
Atlanta, GA
Property Type
Mixed use office and retail
SIze
622,084 RSF
33 stories, for a total of 453 ft.
SOLUTION
Torque approached the assignment as both a property branding campaign and also part of the movement to bring new vibrancy to Downtown Atlanta. We developed messaging that keyed off of the new name / address –100 Peachtree St.–emphasizing another meaning for 100, as in 100%, an all-in totality. We also developed branding for a spec suite program called Spur, a reference to Atlanta’s railroad history. Other marketing elements included: logo design, brand standards, property website, sales collateral, spec suite signage and a ceiling mural map treatment for the lobby.
