OBJECTIVE: To rename and rebrand the Pasadena Arts Council, a non-profit arts organization with a 50-plus year history and a number of invested stakeholders
ROLE: Workshop design/facilitation, creative direction
I organized and led a series of design thinking exercises for key leadership and board member participation to brainstorm around the rename and rebrand.
We landed on the name “Fulcrum Arts” for which a minimal-style, abbreviated character logo was created.
To allow images of the art, artists, and events to remain the focal point, typography and organization were the focus of the web redesign. A key organization design element, the logo transitions into other symbols to indicate different facets of the organization.
More playful, colorful graphic treatments and imagery were used in promotional digital and print assets.
Lisa did a fantastic job of breaking down our creative barriers and creating a safe and productive environment. At the same time, she led us through a very thoughtful and strategic process for a better understanding of how a new brand should serve the mission of our organization. It was under Lisa's direction that we arrived at our new identity, Fulcrum Arts, which we are very happy with, and it continues to impress and intrigue the community of artists we serve. We could not have done this without her.
— Robert Crouch, Executive Director