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The Maxwell Brand Identity

Mixed Use Destination Branding

Client:: The Providence Group | Atlanta, GA

On the leading edge of Atlanta’s “urban suburban” development trend, The Providence Group sought out Clementine to create a brand identity for a landmark new destination situated along Downtown Alpharetta’s Main Street and combining all new retail, restaurant and residential developments. As Alpharetta continues to establish itself as one of Atlanta’s most desirable locales, The Maxwell chose its moniker to honor that local area connection, drawing on the name of one of the town’s well-known pioneer families to establish itself as an organic, hometown destination.

The mix of history and forward-thinking captured in the name carried through to the visual identity in the new logo mark with a bold, mercantile style evoking main street retail. The letters were broken into pieces to add a polished style to the modernist typeface while maintaining a crisp, clean aesthetic for the modern eye.