Rebranding a community arts organization.

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 was starting a new era, moving into a dramatic new facility that is helping reinvigorate both the group 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’s 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.

My sincere thanks go out to the remarkable team at Peopledesign for their leadership, expertise and generosity in this work.

Jeff Meeuwsen
Executive Director

Next project: The HON Company