The Challenge

The former Standard Coosa Thatcher Mill stood for decades as a shell of Chattanooga’s manufacturing past—rich with history, yet disconnected from the growth happening just miles away. The new identity needed to honor that legacy while signaling bold, forward-looking revitalization.

The Solution

The history of the site became the creative foundation. The diamond geometry of the original mill informed the Mill Town mark, while the restored water tower inspired the abstract enclosure of the Coosa Mill logo—creating a cohesive visual relationship between development and anchor building.

Bright, confident color and typography systems were chosen to stand out within the evolving urban landscape, signaling energy and optimism. As the development continues to grow—through signage, wayfinding, promotion, and web—the identity system remains a strong, flexible foundation for a neighborhood being thoughtfully reimagined..