Located in the heart of the Atlanta University Center, The Hill Social is a modern Southern-inspired restaurant and lounge that doubles as a cultural hub. With its prime location near Clark Atlanta, Morehouse, and Spelman, it naturally attracts students, alumni, and the local community. The Hill isn’t just about food and drinks — it’s about being a gathering space for culture, conversation, and connection.
The Problem
While The Hill Social had strong community presence and foot traffic, it lacked a clear cultural identity that could cut through during major moments like CAU Homecoming. Competing with on-campus events, alumni gatherings, and national brand activations, The Hill needed a way to stand out and cement itself as the go-to off-campus destination.
The Solution
We provided full creative and production direction for the activation, ensuring The Hill Social was transformed seamlessly for CAU Homecoming. Our role included:
- Art Direction – Shaping the overall look and feel of the branded takeover.
- Graphic Design – Creating custom visuals that tied the space to the VP’s campaign presence.
- Project Management – Coordinating timelines, approvals, and on-site execution to keep everything running smoothly.
- Local Sourcing – Partnering with an Atlanta-based wrapping company to install the branded exterior, reinforcing community investment.
The Results
Visibility Surge: Foot traffic spiked significantly during homecoming week, with The Hill becoming one of the most photographed and tagged locations across social media.
Cultural Credibility: Aligning with a historic HBCU and the VP’s presence positioned The Hill as not just a restaurant, but a cultural landmark in ATL’s AUC corridor.
Community Connection: Students, alumni, and community members saw The Hill as an authentic part of the homecoming narrative — boosting long-term brand affinity.
This hands-on approach ensured the activation was not only visually striking but also executed efficiently and authentically.
The Design Process
1. Discovery & Strategy
We began by identifying the core objectives:
- Align The Hill Social with the historic energy of CAU Homecoming.
- Highlight Vice President Kamala Harris’s legacy as an HBCU alumna and her connection to Black excellence.
- Transform The Hill into an immersive, photo-worthy activation that would spark conversation and social sharing.
This phase included research into campaign messaging, the cultural significance of HBCUs, and The Hill’s role as a community hub.
2. Concept Development
We explored design directions that would balance:
- Bold typography to deliver strong, impactful messaging visible from a distance.
- Iconic photography of VP Harris to humanize the campaign.
- Color palette alignment with campaign branding (deep blues, crisp whites, bold accents) to ensure consistency and recognition.
Multiple layout options were sketched and mocked up to show how graphics would wrap around the building’s unique architecture (windows, doors, signage placement).
3. Graphic Design & Art Direction
Our team created custom graphics featuring:
- Powerful quotes from VP Harris and notable figures on HBCU legacy.
- Dynamic text treatments designed for scale — legible both up close and across the street.
- Photo integration that placed Harris as the centerpiece while supporting visuals carried her message across the full façade.
We directed the look so that each surface felt intentional while still contributing to a cohesive whole.
4. Project Management & Production
Beyond design, we managed the full execution:
- Coordinated timelines to meet the tight Homecoming schedule.
- Oversaw print production and material specifications for durability and clarity.
- Sourced a local Atlanta-based wrapping company to handle installation, reinforcing both quality and community support.
5. Installation & Execution
On-site, we ensured alignment of all panels, proper scaling across irregular surfaces, and final QC for brand accuracy. The result was a seamless building wrap that transformed The Hill into a living, breathing campaign canvas.
6. Outcome
The design process delivered a bold, culturally resonant, and photogenic experience. The Hill became one of the most visible touchpoints of CAU Homecoming — amplifying the campaign’s presence while strengthening The Hill Social’s role as a community landmark.
