ATLANTA — Atlanta-based developer Carter recently secured a string of major projects across the U.S. — totaling more than $100 million — and has unveiled a new brand identity.
This month, the company started construction on the Highpoint at Columbus Commons, a $50 million residential and retail project in downtown Columbus. The 325,000-square-foot project is set for completion in 2013. Carter will also develop a $73 million mixed-use project in Cincinnati and a $40 million student housing complex in Oxford, Miss., known as Highland Square.
Additionally, the company is planning about $100 million in deals in Louisiana and Oklahoma.
Scott Taylor, Carter's president, says the projects are part of the company's new focus after selling its property management groups to Cassidy Turley last year. Carter's strategy now includes developing student housing, multifamily and mixed-use projects in core areas, along with an expanded consulting and advisory practice.
“Our new developments in Ohio, Michigan and Mississippi are part of the plan we announced nine months ago and indicative of what Carter is today,” says Taylor. “As our firm changed, we needed to refresh our identity and brand, and we've done that well.”
According to company leaders, Cater's new logo and tagline (Built on Bold) highlights Carter's three-pronged plan to invest, develop and advise. Carter has also launched an updated website.
“With the process complete, we now can leverage our brand identity to increase the momentum we've already built with our new projects and other exciting ones to be announced soon,” says Malloy Peterson, Carter's senior vice president of marketing and strategic consulting, who spearheaded the rebranding efforts.
Carter plans to start construction on another $200 million in projects by 2013.
— Liz Burlingame