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Carolina Performing Arts: CURRENT

The Birth of an Arts Complex in Carolina Square

I had several critical deliverables for this project. Up front, invent a name and concept and win consensus. Then I had to help figure out what we look like, what we sound like, and how to connect our messaging with the right people.

All of it adds up to naming, creative brief, identity strategy, copywriting, and UX for Carolina Performing Art's CURRENT Artspace + Studio in Chapel Hill, NC.

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.

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Emotional Content

Arguably we could call the place “MEOW” and it would be just fine. It would work as accessible DaDa humor, or as a provocation. But we have goals, so let’s look at them: First, think gravitationally. Where is the FULCRUM? Where are the TILTS, the CAPS? A FULCRUM is a point of balance. A CAP is where force meets limit. A “TILT” is a concept that doesn’t sync with the forces that be; in this case wealthy donors, the executives who depend on them, and the arts community. 

The intersection of design & strategy

What are the emotions, motivations, perceptions, feelings, and statuses?

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

 
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Tone of Voice and Logo Development

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

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Logo Development

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

 

Promotional Content

After settling firmly into the concept of time. Promotional copy was written and we began to produce experimental proof-of-concept content.

 

Online Content

A launch microsite features upcoming shows.

 

Copy & Omni-Content

Tone of voice and style have been developed to integrate seamlessly with Carolina Performing Arts brand assets, and are now being deployed across all print & digital marketing opportunities.

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