Stage
Start Up
Services
Brand Strategy
Brand Identity
Brand Guidelines
Environmental
Tone of Voice
Brand Activations
Brand Rollout
Sectors
Real Estate
Inspired by the site’s light-industrial history, Allies and Morrison designed a thoughtful, playful family of buildings with surprising references to its past. The identity complements and amplifies the architecture—reinforcing, and reimagining, Beltline Yards as a place where making has, and always will be at its core.
The name draws directly from the site itself, with the Beltline Trail wrapping around its North and West edges. Its short form, BY, extends that connection, becoming a messaging framework that links the site’s history of making with its future residents: works and lives by the community, by the city, by the people who will shape it.
The website marks the beginning of the story. Long before construction kicks off, it establishes the vision for Beltline Yards—offering the community both a transparent view of what’s to come and an engaging glimpse into the site’s future.
Over time, the site, community, and city will evolve, and the design system was created to evolve right along with them. Flexible type, colour, and layout—rooted in the architecture—ensure the identity can adapt while remaining relevant and recognizable.
Hullmark’s ambitious addition will transform Toronto in new ways: not only through its buildings and site design, but through the remaking of the Beltline Trail—turning the space between buildings into a defining connector for the city.
PA Team
Chris Braden, Christa Muio, Fredo Zavarella, Cait Quail, Christopher Roeleveld, Riley McClimond, Scott Rankin, Ben Lory, Rebecca Wilkinson
Credits
