Current

Defining the Undefinable: Branding an Experimental University Arts Complex

Topics: Performing Arts, Mixed-use spaces, Community, Time-Space, Disruption, Social Media
Roles: Visual and Brand design, Web design, UX, Copywriting, Presentation
Team: 2 VPs, 1 creative director, 1 art director, 1 visual brand manager, 1 pm, 2 ops, 4 developers, 20+ advisors

I helmed the challenge of attracting cross-generational demographics to an unnamed, cutting-edge modern arts concept with one defining characteristic: It’s hard to define. Harder still, we needed to win creative consensus among both the creative agency and university stakeholders, all while drafting a name, tone of voice, and graphic style that integrates with university brand assets.

We began with research, building a foundation of analytics and customer-driven insights. After a series of naming rounds we sold the name “CURRENT”. We then built a design concept around mirror facets, digital clock references, and energetic copywriting built for social marketing. Next, we produced medium-fidelity visuals and polished copywriting for multiple experiential categories: creative brief, ID strategy, copywriting, UX, web design, a short commercial video, exterior installations, advertising content, and illustration, and handed off our work for high-fidelity art direction, layout, and development.

A Different Kind of Arts Brand

A brand is a promise. A promise either kept or broken the moment customers experience a brand’s product or service.

Communicating Emotional Potential

Naming is tricky. This isn't a physical product being sold. What are the emotions, motivations, perceptions, feelings, and statuses?

The intersection of design and strategy

Where do ideas and communications intersect? Early iterations of the identity explored mirrored facets, the geometries of digital clock numbers, and reflection.

Tone of Voice and Logo Development

While exploring variations on the creative theme, we began to inject a tone of voice.

Logo Development

Reaching out, leaning in, empowering, elevating, and having fun. Scalable, reversible, able to contain images or fragment into larger design schemes.