The Beet is On

In the spring of 2007, the newly formed Arts and Culture district in Fort Collins, Colorado hired Toolbox to help develop their brand identity. After a failed attempt with another agency, the eighteen member committee and newly hired executive director needed to rally the troops and get something done. The first step was to agree on a name. Toolbox took the final three potential names and worked up creative rationales for each, illustrating their unique qualities, strengths and weaknesses.

We worked with the committee to come to a unanimous consensus in support of the name Beet Street. The name is a tribute to the agricultural legacy of our community – and a time of a significant turning point in Fort Collins’ economic history. Just as the cultivation of sugar beets substantially leveraged the economy of Fort Collins at the turn of the last century, Beet Street is poised to do the same early in the 21st century by mobilizing the cultural arts scene as an economic engine. From there we moved on to creating a visual identity that captures Fort Collins’ unique cultural character. We created materials for Beet Street’s grand launch event, the 2008 Peace Corps Family Reunion, and a variety of 2009 programming.