Calgary’s Beltline Neighbourhoods Association is a grassroots organization for what can arguably be described as one of the city’s hippest historic collections of neighbourhoods, collectively known as “The Beltline.” It was formed to facilitate residents’ and businesses’ engagement in neighbourhood services, projects, and activities.

We decided that the visual identity needed to honour the Beltline’s past while looking to its future. Beltline – the neighbourhood – adopted its name from Beltline – the early 20th-century streetcar route running through it. So we stylized the letter “B” in the logo to represent the streetcar tracks while giving the logo a contemporary — maybe even timeless — aesthetic that will serve this association well for many years to come.

The Beltline brand has facilitated an increased community spirit and the number of community-based projects. Activities in the neighbourhood have skyrocketed, and include such initiatives as the Beltline Bonspiel, BUMP (Beltline Urban Murals Project), and HighPark, for which we also created the identities and marketing collateral.