Telephone Factory Lofts

Instigate, backed by Prometheus Ventures, is a marketing firm known for strategic brand development and identity work, has leased a 10,000-square-foot ground floor space in the historic Telephone Factory Lofts. Situated at 828 Ralph McGill Blvd NE, this space offers direct access to the picturesque Atlanta BeltLine Eastside Trail.

Edie Weintraub, Founder of terra alma, facilitated this landmark deal on behalf of Perennial Properties, the building owner. “We were excited to work with terra alma to lease this commercial space because its uniqueness demanded an equally unique firm that understood the possibilities,” said Amy Rowan, Asset Manager with Perennial Properties.

Instigate, led by President Richard Leslie, employs a staff of 16. This is the third agency Leslie has founded in Atlanta, all of which commenced in the Telephone Factory Lofts. “Poncey Highlands is one of the most storied and beautiful areas in Atlanta, a blend of old and new with a plethora of colorful personalities. And, the BeltLine has been a game changer for this area,” Leslie commented.

The space, previously leased by Ryan Gravel, the father of the BeltLine, will now be the home of the agency, and the space represents a fusion of collaborative agency space, a corporate and special event space and a food and beverage concept, which will also serve as a working laboratory for Instigate’s clients and their products. Architectural design duties have been awarded to TVS Design.

Instigate features a new business model, as it is backed by a private equity firm, Prometheus Ventures. The agency specializes in brand development, from business and brand strategy to design and creative execution, encompassing naming, logo design, color systems and value proposition development. “Our approach is sort of punk rock; it is very intentional and humanistic but also rebellious, striving for maximum impact with minimal resources,” added Leslie, reflecting on his youth as a surfer, skater and punk rocker. The firm specializes in supporting brand development for high-growth startups, with Proof Hard Ice Cream, a female-founded and led company, noted as a major client.

About Telephone Factory Lofts
The Telephone Factory Lofts, located in the Poncey-Highland neighborhood, is a historic site built in 1938, initially serving as a Western Electric Telephone Factory. Transformed into lofts in 1995, it is listed on the National Register of Historic Places.

Restauranteurs, retailers or entertainment companies interested in spaces encouraging activation and community should contact Edie Weintraub at Terra Alma via phone at 404-436-1045 or by visiting

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