WHAT WE DID
1. Brand Story Application
We executed a brand story campaign after noticing the Lowell Arts’ community did not understand their new branding, which included a story webpage, brand poster, and a series of social posts.
We executed a brand story campaign after noticing the Lowell Arts’ community did not understand their new branding, which included a story webpage, brand poster, and a series of social posts.
2. Brand System Extension
The team had trouble applying the new branding to their activities, so we created an extension system for their performances, classes, and events.
The team had trouble applying the new branding to their activities, so we created an extension system for their performances, classes, and events.
3. Website UX
We simplified the navigation of their website by implementing a new button/link system.
We simplified the navigation of their website by implementing a new button/link system.
(1) BRAND STORY APPLICATION
One of the first ways we chose to communicate the meaning of the new branding was through an “Our Story” webpage. It includes a slide show at the top explaining the meaning of their brand pattern and icons through a story. Further down on the page, it includes the inspiration behind the logo and more about Lowell Arts' history.
The second was through accompanying social media posts and carousels, which told the same story and reinforced the meaning of the new brand icon pillars.
The Lowell Arts Brand Poster serves as a quick reference tool for staff to communicate their new branding to volunteers and community members.
(2) BRAND SYSTEM EXTENSION
The team was having trouble applying the new branding to their events and performances, so we created a new extended system for it.
After performing an audit, we noticed Lowell Arts has both annual/recurring performances and one-off performances.
We then created the rules for the system where, for the annual the title will be used along with the logo, and for the one-time event, the type will reflect what type of event it is. Also, if the graphic is used on a smaller graphic, like a social post, the word mark is removed, with the LA mark remaining.
Annual
One-time
The one-off graphics retain the characteristics of the performance or event by using a border layout that visually isolates the content. In contrast, the annual graphics make the event its own with Lowell Arts branding and overlaid typography.
One-off Performance
One-off Exhibit
Annual Exhibit
Annual Performance
Here is the applied system
Playbill Covers
Theater Poster
Social Post
Homepage Carousel Image
Detail Page Graphic
(3) WEBSITE UX
Our final goal was to improve the navigation of their website. Stacks of buttons and long lists of jump links at both the top and bottom of the page made it confusing, ultimately resulting in a more complicated web experience.
To address this issue, we simplified the system by focusing on essential functions. We limited the use of red buttons to represent only the primary action on each page. Outlined buttons now indicate secondary actions, while in-line links are used strictly for navigational purposes.
As the system developed, we introduced a new rule: all pages within the Fallasburg section should share a consistent top navigation. We later found that this navigation approach also worked well for other detail pages across the site.
You can check out the updated website at lowellarts.org
Lowell Arts is a very dynamic brand, so incorporating motion into its identity was a natural extension.
SYSTEM DEPLOYMENT
After all of this work, we delivered system templates, a brand guide, and the updated website.
Extension System Templates
We delivered templates for the brand extension system as an Illustrator file. We taught the client how to use it and let them test it out beforehand.
We delivered templates for the brand extension system as an Illustrator file. We taught the client how to use it and let them test it out beforehand.
Brand Guide
After creating a new brand extension system and improving the UX website, we made an updated brand book with those additions, hosted on a logo library page.
After creating a new brand extension system and improving the UX website, we made an updated brand book with those additions, hosted on a logo library page.
You can find the downloadable brand book at lowellarts.org/logo
Lowell Arts Website
We completed all the website’s navigational and system updates, and the Lowell Arts team now has access to a fully optimized website.
We completed all the website’s navigational and system updates, and the Lowell Arts team now has access to a fully optimized website.
You can check out the website at lowellarts.org
Extension System Templates
