Alloy Celebrates Launch of Atlanta Beltline’s New Branding & Website
18 Julio 2024 - 12:50PM
Today, Alloy, the Atlanta-based precision storytelling and
experiences agency for imaginative brands, celebrates the launch of
the Atlanta Beltline’s new visual identity and website. The public
can find and explore the new brand work on the Beltline’s website
and along its iconic 22-mile trail, which connects more than 45
neighborhoods in Alloy’s hometown of Atlanta.
In March 2023, the Beltline engaged Alloy in a three-year
initiative to modernize and reimagine its presence around the loop
related to overall marketing and brand. The overarching objective
was to more effectively reach, inform and engage the Beltline’s
diverse array of stakeholders and audiences.
"As the Beltline approaches our 20-year anniversary, we’re also
embarking on the next chapter of our story," said Meghann Gibbons,
Atlanta Beltline, Inc.’s vice president of communications and media
relations. “Alloy’s work and today’s launch are momentous as we
advance our mission of creating cultural, economic and
community opportunities through intentional placemaking and
placekeeping.”
Embracing Diversity & Differences in
Design
The first phase of Alloy’s engagement included the strategic
refresh of the Beltline’s visual identity, including a new logo
mark, color palette and updates to the overall brand look and feel.
The agency also strategized how the visual identity should come to
life across all of the Beltline’s sub-brands.
“When approaching the Beltline’s visual identity and user
experience, we leaned into the principles of inclusive design -
listening, empathy and accessibility,” said Kelly Rosenberger,
Alloy’s vice president of creative. “By being thoughtful and
working collaboratively, 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.”
Engineering for the Future
In addition to incorporating the new branding within the
Beltline’s digital ecosystem, Alloy also strengthened its
information architecture and replatformed the site to a tech stack
that positions the Beltline for future growth.
“We were excited that the Beltline was on board with our
suggestions for a modern decoupled web architecture
using Storyblok as the headless CMS," said Roger Peters,
Alloy's vice president of technology. "Our new architecture enables
the Beltline's team to create, review and deploy engaging and
timely content, while serving as a solid base for further
multi-channel evolution - all with amazing speed and scalability.
We’re confident that the Beltline now has one of the most modern
and future-forward websites in the city.”
“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’re excited to continue building upon
today’s launch in the next phases of our partnership.”
Alloy exists at the intersection of PR (public relations) and CX
(customer experience), a rare position that allows the firm to
truly understand clients’ needs, create digital experiences that
drive growth and innovation, and use storytelling to build and grow
brand reputation. Find out more at
https://alloycrew.com/expertise.
###
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 Atlanta Beltline, Inc.
Atlanta Beltline, Inc.’s 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.
Taylor Murphy
Alloy
8553008209
taylor.murphy@alloycrew.com