Connect the city.
Atlanta Beltline
My Role
Creative Direction, Storytelling, Stylescapes, UI Design, Branding
Project Description
The Atlanta Beltline is a 22-mile loop of multi-use trails that encircles the city of Atlanta. It’s had a significant impact on the city by connecting neighborhoods, promoting public art, and boosting economic development. The goal of this project is to rebrand the Atlanta Beltline to make it feel more authentic to Atlanta and focus on telling the story of the impact it has had on the city.
This initial exploration was done in a silo and was meant to showcase the impact that basic elements such as color and typography have for a brand. It took a few days to create and was used to pitch a partnership where we could help this partner grow the Atlanta Beltline brand in meaningful ways that feel authentic to the city.
Deceptively simple.
For creative exploration, I leaned into a more type forward design and quickly fell in love with the Monologue typeface. It has these awesome connecting ligatures that are highly customizable and aligned with my motif of connection.
Designed for use.
We had a lot of fun thinking about how we might drive traffic to revisit the main website. One way could be through scanning a QR code to give you a cool calendar for the day.
