Established in 1969, Allied Arts was a not-for-profit arts council that provided funding and support for several arts and cultural partners, as well as arts education in the schools. Allied knew it was time they reached out to the larger community. They had to become more relevant to younger donors. Be seen as inclusive vs. exclusive and elitist. It was time for them to contribute to cultural change and bring true value to the community. Lastly, they needed to align with Chattanooga’s increasing national reputation as a creative arts community. Given the magnitude of the project, this was no small task.
It was time for a total rebranding and name change. Our first step? Find a name that redefined Allied Arts. Made it a visible and meaningful part of the community. Raised the organization’s and the city’s profile. And clearly signaled a new beginning.
It was imperative that the new name and look distance Allied Arts from the past, changing current perceptions and projecting a contemporary and timeless brand image. Our immediate goals were to expand our donor base, attract a younger audience and increase awareness and understanding of the new brand.
It began with a finding a new name for the organization. ARTS Build. It was a big step forward. The name repositioned the brand as one that was moving in new directions. The name defined a brand that was visibly contributing to the community and reaching out to its larger audience with new ideas and commitment.
Color, movement and excitement were a dynamic part of the new look and logo. The handcrafted script that completed the name said this was an organization with a renewed sense of momentum and confidence.
How do you say “goodbye” to the old and “hello” to the new? A medium that gave us instant visibility — outdoor. Our goodbyes appeared against a black background and after a few weeks those boards were replaced with boards featuring colorful helloes. The greetings were presented in a variety of languages, including popular texts. This created a voice that spoke to a diversity of audiences. We piggybacked on our Outdoor messaging with print and an event that invited the community to squiggle, jabbertalk, plié and more and find out what the new ARTS Build was all about.
The new website is bold and assumptive. The Home Page contains a slide show with colorful images and boldface text defined the number of ways ARTS Build touched the community. The site design put a new face and brand personality on an organization that had been largely invisible to those we needed to reach. The horizontal navigation with interactive rollovers and colorful dropdowns help reinforce this new image.
To top off the new brand, a new look was in order for the building. The art is bold, playful, and noticeable, just like ARTS Build.