In 2023, on the cusp of its 25th anniversary, The Classic Center invited Kaptiv8 to reimagine their brand – voice, identity, and all.
The Classic Center: Rebranding an Athens Landmark
Read More
Read More
When we asked what made them special, the answer kept coming back to culture: a deeply held commitment to creating extraordinary experiences for people. We came to understand that The Classic Center is about far more than a facility. It’s about the spirit, creativity, and energy behind it. That insight became the foundation of our messaging strategy, and the anchor for their enduring tagline, Be Impressed.
The same thinking shaped the new logo. Inspired by “Nest,” the sculpture suspended in The Classic Center’s atrium, the mark captures what we saw in that artwork: energy, motion, and vitality. Its three distinct visual elements do more than suggest movement; each one corresponds to a core value of the organization: Hospitality, Teamwork, and Servant-Style Leadership.
The result is a brand identity built to serve this community for the next 25 years, and beyond.
What We Delivered:
