A city is also a brand, that needs a strong sonic identity. Atlanta sonic identity blends marching band and community voices, embodying diversity and Southern hospitality. Adapted for convention booths, neighborhood films, and events, it highlights Atlanta as an inviting, dynamic convention city.
Atlanta ranked 8th in cities where events and conventions were held. Despite having excellent facilities, the competition was perceived as having more activities, nightlife and more progressive than the south, thus more suitable to host conventions that brought in international visitors.
The sonic identity communicates the diversity, dynamism and southern hospitality that comes with visiting Atlanta. The marching band quality highlights the dynamic and leadership qualities. The voices then convey community, diversity and even elements of surprise. Finally, the overall mood is inviting, warm and all around, hospitable.
The sonic identity has been adapted to support visual assets used at convention booths, a film series about each Atlanta neighborhood, live events, a ringtone and a brand music library for various digital touchpoints.