Lumen Grant Park, Atlanta GA

Challenge

Atlantic Residential acquired an industrial site in Grant Park, an emerging gritty area of SE Atlanta. Their vision was to create a walkable, urban residential community within a neighborhood that included an eclectic mix of creative shops and studios, and was surrounded by 19th century wood frame housing. They designed the property with an industrial aesthetic, with artisanal and handmade features, such as a game room with a ping pong table that sported an oiled leather belt for a net, wrought iron fixtures, and craft beer taps. The property needed a brand and marketing platform that captured its unique story and communicated it to the Atlanta market.

Solution

Torque was engaged to create the property story, develop the brand design and marketing presence. We explored name options that could tie back to the industrial chic spirit. With the name Lumen approved and clear for trademark, we created branding that took inspiration from small batch whiskey distilleries.

Result

In the time since delivery of the first units, Lumen and Grant Park have boomed. Atlantic Residential, pleased with the success of both the construction format and the brand, have taken the whole as a model, going on to develop Lumen Doraville and Lumen Fox Valley.