Artolution Brand Strategy and Identity Development

Role: Brand Strategist

Artolution, a non-profit organization providing collaborative art experiences in vulnerable communities, faced several key challenges:

  • Lack of formal brand identity, including vision, mission, and personality along with diverse regional programs creating inconsistent visual representation

  • Stakeholder uncertainty about strategic direction

  • Need for the organization's first annual report

Action

My role was to implement a comprehensive approach:

    • Facilitated brand workshops with board chair and the co-founders Max Frieder and Joel Bergner

    • Collaborated with an in-house artist/graphic designer to create brand essence and guidelines

    • Worked with the operations director to collect impact statistics

    • Organized a database of quotes and images aligned with the brand narrative

    • Developed guidelines to unify diverse regional artworks under one brand

    • Trained local artists in photo optimization and documentation processes

    • Prepared the organization's first annual report

    • Created pitch decks for future projects

Colorful cover of a "Brand Book" with abstract doodles of faces and shapes in purple and white, with "Artolution" and "Brand Identity Guidelines" text.
Colorful book cover with abstract human faces and the word 'ARTOLUTION' on a purple background beside an open blank book with the same branding.
Tablet displaying "About Artolution" with child painting on wall, next to smartphone with Artolution logo.

Results

    • Produced a comprehensive brand essence and guidelines book

    • Established a clear organizational identity and goals

    • Published and distributed the first annual report

    • Developed decks for future project proposals including those that pivoted the organization to virtual programming during the global pandemic

    • Improved quality and consistency of project documentation

    • Optimized social media presence with high-quality, on-brand visuals

    • Provided clear strategic direction for stakeholders mainly board members and high-net worth donors

    • Created tools for consistent communication of organizational impact

    • Partnered with Pentagram to develop data visualizations to visualize impact of the organization

    • Leveraged new brand materials for fundraising campaigns such as a #PowerofArt end-of-year campaign that resulted in $130K in funds secured

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