Modernized approach fully engages audiences and tells the story
of the largest urban redevelopment project in the United States
ATLANTA, July 18,
2024 /PRNewswire-PRWeb/ -- Today, the
Atlanta Beltline is proud to unveil a new visual identity and
website designed to better inform, update and engage its diverse
audiences as it moves towards the project's completion in 2030. The
22-mile loop of trails, parks and future transit is connecting more
than 45 neighborhoods, creating vibrant public spaces for
recreation, commerce and cultural expression. The new website and
visual identity, which can be explored at www.beltline.org, reflect
the current progress and future vision of the Beltline.
"This new website and brand reflect the
progress we've made and where we're going, emphasizing our role as
a catalyst for making Atlanta a
global beacon for equitable, inclusive and sustainable life," said
Atlanta Beltline, Inc.'s President & CEO Clyde Higgs.
"As the Atlanta Beltline approaches our 20-year anniversary next
year and trail completion in 2030, we're embarking on the next
chapter of our story," said Atlanta Beltline, Inc.'s President
& CEO Clyde Higgs. "This new
website and brand reflect the progress we've made and where we're
going, emphasizing our role as a catalyst for making Atlanta a global beacon for equitable,
inclusive and sustainable life. After nearly 20 years of
transforming the city into one of the country's most vibrant and
livable urban areas, our brand needed transformation as well."
The Logo: A Global Beacon
The evolved logo mark, called the Beacon, intends to be a source
of light and inspiration that spans all cardinal directions. The
Beacon represents the diverse, vibrant neighborhoods of
Atlanta uniting as a brilliant
force for progress and possibility.
"The communities represented in the Beacon point towards its
center – the heart of the city – where each unique neighborhood
creates an accessible, sustainable and empowering central space
that radiates inspiration to the world," said Atlanta Beltline
Partnership Executive Director Rob
Brawner.
The Colors: Uniting Communities
The brand's new color palette extends from eight color pairing
families that represent diversity and vibrancy throughout the city
and along the Beltline trail, which connects more than 45
neighborhoods..
"When selecting our new brand colors, we went through a
thoughtful process guided by the principles of inclusive design,"
said Higgs. "Most notably, we broadened our color palette beyond
blues and greens to include colors that better resonate with
different communities."
The Website: Future Forward and Accessible
The new website makes it easy for people to learn how to engage
with the Beltline on many levels – from using the trail for
recreation, arts and experiences to living and working on the
Beltline to partnering with the organizations and more.
Additionally, it was intentionally engineered to enable future
growth and integrations.
The Beltline's many audiences - from residents to tourists to
business owners, donors and more - will be immersed in storytelling
as soon as they hit the homepage. The elegant user experience is
powered by a modern decoupled architecture that leverages the
latest in web technologies, including a cutting-edge JavaScript
frontend framework, a headless SaaS-based content management system
(CMS), and a highly scalable serverless deployment model.
The rebrand was led by Atlanta-based marketing agency Alloy. The
precision storytelling and experiences agency was hired in 2023 to
develop the new visual identity and website, which is shared by the
Atlanta Beltline, Inc. and Atlanta Beltline Partnership. Alloy
strengthened the Beltline's information architecture and
replatformed the site to a tech stack that positions the Beltline
for future growth, while incorporating the new brand mark.
"The Atlanta Beltline is one of the largest, most wide-ranging
urban redevelopment programs in the
United States, so the opportunity to reimagine their brand
creative and digital ecosystem was an immense honor for our team,"
said Alloy's Chief Creative Officer Jennifer Ready. "We made sure everything – from
trail signs to website landing pages – connects with as many
Atlantans as possible and gives every user the best experience.
We're confident that the Beltline now has one of the most modern
and future-forward websites in the city."
In conjunction with this launch, the Beltline also collaborated
with Atlanta-based tech startups
Smart Studio and Azul Arc to develop a specialized event platform.
This platform is designed to cater to Beltline users and attendees
for our diverse range of community meetings, art and cultural
events, and the expansive free fitness program held at parks and
venues along the Beltline.
"We're thrilled to help the Beltline better serve the community
through a greater understanding of where attendees come from, as
well as providing an easy and intuitive interface for event
signups," shares Smart Studio co-founder Aditya Rao.
To explore the new website, go to www.beltline.org.
Sizzle reel here: Same Mission, Fresh Look: A New Brand for the
Atlanta Beltline - YouTube
About Atlanta Beltline, Inc.
Atlanta Beltline, Inc. is the official implementation agency for
the Atlanta Beltline. Its vision is to be the catalyst for making
Atlanta a global beacon for
equitable, inclusive and sustainable city life. As one of the
largest, most wide-ranging urban redevelopment programs in
the United States, the Atlanta
Beltline is building a more socially and economically resilient
Atlanta with our partner
organizations and host communities through job creation, inclusive
transportation systems, affordable housing and public spaces for
all. For more information on the Atlanta Beltline, please visit
www.Beltline.org.
About Atlanta Beltline Partnership
The Atlanta Beltline Partnership ENABLES the Atlanta Beltline
project by raising funds from the private sector and philanthropic
community, ENGAGES the public through programming and outreach, and
EMPOWERS the residents of the 45 Atlanta Beltline neighborhoods
through targeted partnerships in the areas of health, housing, and
economic opportunity. For more information about the Partnership,
please visit www.Beltline.org
About Alloy
Alloy is the precision storytelling and experiences agency for
imaginative technology brands. Unlike traditional agencies, Alloy's
solutions cover the full spectrum of marketing needs — from PR and
comms to brand and digital — giving clients a leg up with greater
alignment across the entire business and user journey. Since 2012,
Alloy has been named a 10-time Best Place to Work, Technology
Agency of the Year, Fastest Growing PR Agency, and recognized more
than 20 times for UX and UI design. To see how Alloy stands out
from the crowd, visit alloycrew.com and follow @Alloy_Crew on
LinkedIn, X and Instagram.
About Smart Studio
Smart Studio is a technology startup with the objective of
helping companies, mainly in the fitness space, manage their
business more efficiently. Smart Studio helps its clients, through
an intuitive and user-friendly platform, better understand and
connect with their clients through advanced data capture and
analytics.
About Azul Arc
Azul Arc is an award-winning digital product design and
development company that combines creative, UI and strategy
expertise in Atlanta with
programming development in Mumbai
to give its clients the perfect technology solution.
Media Contacts:
Atlanta Beltline, Inc.: Keona
Swindler, KSwindler@atlBeltline.org
Atlanta Beltline Partnership: Vernessa
Roberts, Vernessa@atlblp.org
Alloy: Taylor Murphy,
taylor@alloycrew.com
Media Contact
Keona Swindler, Atlanta Beltline,
Inc., 1 706-358-2979,
KSwindler@atlBeltline.org, https://beltline.org/
View original content to download
multimedia:https://www.prweb.com/releases/atlanta-beltline-launches-new-website-and-visual-identity-302201639.html
SOURCE Atlanta Beltline, Inc.