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ROLE: Workshop design/facilitation, creative direction
CHALLENGE: 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. The existing identity was provincial, dated, and not reflective of the international, avant-garde artists, whom the organization supported.
DISCOVERY: I created and led a series of design thinking exercises for key leadership and board member participation.
IMPLEMENTATION: 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, the website design focus was on type and organization. The logo also transitioned into other symbols to indicate different facets of the organization. More playful, colorful treatments and imagery are used in promo pieces.
RESULT: ”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, Fulcrum Arts (formerly Pasadena Arts Council)