UICA (The Urban Institute for Contemporary Arts) is a Grand Rapids-based showcase for emerging artists from around the world, and a leading arts organization in Michigan. In 2011, UICA is starting a new era, moving into a dramatic new facility that promises to reinvigorate both the organization and the city. We worked with the UICA team to develop a strategic framework for maximizing the potential of its brand, including a review of their graphic identity.
UICA is all about discovery: What’s new, what’s next, what’s emerging. What is just over the horizon. It’s about being accessible, but pushing boundaries – even pushing buttons. We wanted to build an identity program that would be clear, extendible, current, and lasting. Brand identities today should not be untouchable. We offered UICA a brand toolbox, advice, and cheerleading.
We have been supporting UICA for more than a decade in various ways, including its brand identity program, website, fundraising and promotional materials, as well as serving on the Board of Directors.