Atlanta Beltline

Alloy led a comprehensive discovery process, inclusive of stakeholder interviews, community focus groups, surveys and more. By rooting our exploratory process in a desire to listen and understand, we ensured the following phases of brand work reflected all audiences.

Accessibility is core to the mission of the Beltline, so its visual identity and web design had to be as well. We created a new logo, color palette and digital experience from scratch with Atlanta’s diverse communities at the heart.

It was imperative that the Beltline’s new visual identity could be applied across several sub-brands as well as the organization’s well-known trail and park signage, programming collateral, merchandise and more. The brand system we created was easily extensible into every area it needed to be.

Modern digital experiences, especially those for an organization like the Beltline, must be flexible, scalable and adaptable for omnichannel. Building a decoupled architecture enabled that extensibility and ensured ultimate scalability for heavy traffic days and long-term growth.

The Beltline relies on ArcGIS’ mapping software, SmartStudio’s event management platform, and four different form providers to digitally engage audiences. Using a composable architecture, Alloy was able to create custom integrations that allow for external data to be surfaced natively within the web experience while allowing source data to reside in these external systems.

With multiple stakeholder groups and a diverse community interacting with the brand every day, Alloy created personalized homepage destinations that made navigating the website as easy as navigating the Beltline trail itself.