In 2017, The City of Whitehorse undertook a planning study for the Robert Service Way area of Whitehorse, Yukon, Canada. The subject area for this project generally stretched from Ear and Hobo Lakes to the Whitehorse International Airport and from the Alaska Highway to the Yukon River.
 
SMRT POP UPS was hired to create branding for the project. The design concepts built on maps of the study location. The final logo signifies the stretch of the road itself through the area.