Department of Arts & Culture Rebrand
Creative Strategist, Research Lead, Brand Architect, Client Management, Project Management
After a year of leading the LA County Department of Arts & Culture’s social media strategy and channel management, I persuaded them to hire my team for a department rebrand. They sought a brand that was youthful yet timeless, bold yet institutional, and colorful yet serious.
I led the rebrand process by developing a comprehensive brand survey for department members and key partners. After analyzing the results, I facilitated discussions to define the brand’s core attributes and target audience, forming the foundation of the new Brand Architecture.
Simultaneously, I directed a landscape analysis of 20 local and national arts and culture departments to inform our strategy.
With survey insights and research findings, I spearheaded the Brand Architecture, defining the brand’s motivators, personality, and tone. I then briefed the Art Director and collaborated closely to craft three design options aligned with the leadership team’s vision for the brand’s future.
The final brand draws inspiration from the vibrant layers and bold colors of the Los Angeles landscape while maintaining the department’s signature blue. At its core, the ampersand sits between two blue blocks, symbolizing the connection between Arts & Culture. Most importantly, the design allows the top 'layer' to showcase the artwork and artists the department uplifts through its programs and services.
Our deliverables included a new logo, business cards, report templates, merchandise designs, OOH templates, and a suite of digital and social media assets.
