Alloy Celebrates Launch of Atlanta Beltline’s New Branding and Website

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 experience 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, Beltline engaged Alloy in a three-year initiative to modernize and reimagine its industry presence across global marketing and branding. The primary goal was to more effectively reach, inform, and engage Beltline’s diverse stakeholders and audiences.

“As the Beltline approaches its 20th anniversary, we also begin the next chapter in our history,” said Meghann Gibbons, vice president of communications and media relations for Atlanta Beltline, Inc. “Alloy’s work and today’s launch are important as we advance our mission of creating cultural, economic and community opportunities through intentional placemaking and preservation.”

Embracing diversity and differences in design

The first phase of Alloy’s engagement included a strategic refresh of Beltline’s visual identity, including a new logo, color palette, and updates to the overall brand look and feel. The agency also developed a strategy for how the visual identity would come to life across all of Beltline’s sub-brands.

“To define Beltline’s visual identity and user experience, we relied on inclusive design principles: listening, empathy and accessibility,” said Kelly Rosenberger, vice president of creative at Alloy. “By being thoughtful and working collaboratively, we ensured that everything from signage to website landing pages connected with as many Atlantans as possible and provided each user with the best possible experience.”

Engineering for the future

In addition to integrating the new brand into Beltline’s digital ecosystem, Alloy also strengthened its information architecture and redesigned the site into a technology stack that positions Beltline for future growth.

“We were thrilled that Beltline embraced our suggestions for a modern, decoupled web architecture using Storyblok as the headless CMS,” said Roger Peters, VP of Technology at Alloy. “Our new architecture allows the Beltline team to create, review and deploy engaging, timely content, while serving as a solid foundation for further multichannel evolution—all with astonishing speed and scalability. We’re confident that Beltline now has one of the most modern, cutting-edge websites in the city.”

“The Atlanta Beltline is one of the largest and most expansive urban redevelopment programs in the United States, so the opportunity to reimagine their brand’s creative and digital ecosystem was a tremendous honor for our team,” said Jennifer Ready, Alloy’s Chief Creative Officer. “We’re excited to continue building on today’s launch for the next phases of our partnership.”

Alloy sits at the intersection of public relations (PR) and customer experience (CX), a rare position that allows the company to truly understand customer needs, create digital experiences that drive growth and innovation, and use storytelling to build and grow brand reputation. Learn more at https://alloycrew.com/expertise.