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. Toolbox helped build consensus in support of the name Beet Street over two other proposed names.

After several rounds of design, hundreds of sketches and lots of beets, we came to a mark that both pays homage to Fort Collins' agricultural roots and looks ahead to its creative future. From 2007 to 2009, Toolbox helped build the brand and spread the word.