This total rebrand was completed as part of a long-term partnership between Lippincott and Creative Art Works, a non-profit organization that empowers underserved youth in Upper Manhattan with arts programming, encouraging them to develop the personal and professional skills that can help shape their futures for the better.
The old logo and visual system didn’t exactly inspire confidence or communicate empowerment through art, which is understandable when you’re a staff of only 6 people providing a service for over 5,000 youths between 4-24 years old.
With similar competing initiatives in the area they needed a rebrand that would be strong, unique, memorable, and convey the same energy and trust that the organization brings to the kids they empower.
We then began an extensive exploration on how we could bring the design criteria to life and bring energy and youth to the brand without being childish.
As part of this rebrand, we developed a new name, going from the rather lengthy and confusing "Creative Arts Workshops for Kids" to the more active, optimistic, and memorable "Creative Art Works."
Once a direction had been narrowed down we began to blow that direction out again exploring other possibilities for the logo including color, number of icons, and typography.
Inspired by the diversity of the Creative Art Works community, the new logo is comprised of icons that help illustrate each word in the name. Row by row, they depict the many inspirations, tools, and outcomes of creativity.
This short brand video was used to introduce the new logo at their annual benefit event.