New City Arts
Making Space and Shifting Perspectives
Mission
A new visual language and refreshed identity can help retell the story. New City Arts needed new tools to help artists tell stories about the City of Charlottesville
OUTCOME
New City Arts and I worked together to refresh their existing logo, created additional sub-marks that bring a hierarchy of visibility to the brand identity. A newly developed set of brand guidelines aid consistent implementation.
IMPACT
Working together brought strategic and visual cohesion and distinction to each New City Art’s programs, refreshed visibility with new gallery signage and consistent branding from their brick and mortar location to their digital space.
THE SCOPE
Brand Strategy & Creative Direction
Visual Identity Design
Digital Collateral
After more than a decade of facilitating and supporting the art life in Charlottesville, VA, New City Arts wanted a fresh, inclusive, and cohesive brand identity to accompany their refreshed mission and new website
The primary New City Arts Initiative logo is a reimagining of the original branding. The type is a bold and playful san serif. The new frame mark, or the re-frame, is open and perspective shifting, leaving space for artists and the art-curious to bring their own stories to be experienced. All of this together positions New City Arts as smart, contemporary, and inviting.
The sub-marks define the key platforms of their major programming and give personality, context, and depth to the rest of the brand identity.