14th & Spring

Embedded in an ecosystem of Midtown Atlanta’s finest restaurants and attractions, 14th & Spring is an office building that offers a curated, networked, and richly connected experience for professionals at the top of their industries.

Under new visionary ownership, 14th & Spring was undergoing a holistic transformation, and CBRE Calibre Creative Group saw an opportunity to redefine the building's brand and breathe life into the property. The challenge at hand? Taking a conventional, tech-focused, and outdated brand that lacked building presence in the market, and converting it into an elegant, sophisticated identity appealing to a more appropriate audience of professional services firms.

Inspired by boutique hotel brand experiences, CBRE Calibre Creative Group reintroduced 14th & Spring with a distinguished brand narrative, a sophisticated logo, and a distinct color palette. The elegantly reimagined logo mark depicts a 14-pointed flower—a reference to both “14th” and the “Spring” season when plants flourish and grow, much like the folks who thrive working at this office building. The primary typeface features modern, asymmetric serifs that speak to 14th & Spring’s trendsetting lifestyle tone. Following a competitor audit, we crafted a unique color palette that features a rich cherry and pale rose to stand out boldly in the active office market and signal to potential tenants: Welcome to the office you’ve been waiting for.