Kaufman Music Center
Brand refresh and seasonal campaign strategy for a nonprofit performing arts and music education institution.
Refreshed logo suite
The new logo suite includes more variants but fewer colorways. This allows the brand to expand and adapt to any event, presentation, or campaign and provides more flexibility year over year. By distilling and then re-expanding visual elements I was able to construct a flexible system where the brand serves as a framework.
Logo suite BEFORE the refresh.
The previous logo system was vibrant and interesting but challenging to use consistently across different products. It was very dominant and tended to overshadow the artists, campaigns, or initiatives. Simultaneously the system decentralized Kaufman and highlighted divisions, causing some confusion amongst patrons.
Change everything except the color, typeface, or logo.
The goal of the refresh was to emphasize Kaufman as the parent organization amongst its divisions and engage a wider, more active audience.
Significant challenges included balancing the creative visions of featured artists and leadership while working within budget limitations. Consequently, the brand elements had to be made more consistent while maintaining existing elements found at the physical location.
Website home page BEFORE and AFTER refresh.
Within the limitations of a stringent budget, simple but impactful changes were made to the website. Dark colors were removed at the top of the page and images now stretch to the edges to create a cleaner design to better highlight artists or events.
Flexible skeleton brand to emphasize the season theme.
A framework system gives each season a unique identity, creating an exciting experience for the audience while maintaining the comfort and familiarity of core branding elements.
2019
2020
2021
2022
2023
Takeaway
During my 5 years at Kaufman Music Center, I navigated the complex task of reimagining the brand within an eclectic arts community. Balancing diverse creative voices across different programs became a constant endeavor. As the sole designer, I honed my skills in harmonizing these visions while maintaining a cohesive brand identity and laying the groundwork for ongoing brand enhancement.
Role
Art Director
Graphic Designer
Key Partner
Dianna Mesion-Jackson
Discipline
Brand Identity
Digital Marketing
Layout and Typography
Video Editing