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Lowell Arts

2025 Judges choice & GOLD STUDENT ADDY AWARD WINNER

A brand identity refresh for Lowell Arts, focused on reflecting the organization’s growth and evolving role within the creative community. This project established a new visual direction that honors the non-profit’s history while giving the organization a more contemporary look for the future.

My impact

  • Brand Identity
  • Environmental Design
  • UX/UI Design
Lowell Arts brand identity pattern: a dark navy field of muted geometric shapes with bright magenta, green, orange, red and blue accent shapes, a white circle with the letters LA, and the words Lowell Arts running vertically at the left edge.

Creative Directions

We explored three distinct concepts, each offering a different approach to evolving the Lowell Arts identity. The Building Community direction was selected for further development, with continued refinements to create a cohesive visual identity reflecting the organization’s values and vision.

  • Elevating Interactions

  • Building Community

  • Forming Connections

Developing the Identity

The signature mark uses a vertical orientation to symbolize growth and the organization’s continued evolution. Its unique placement creates a recognizable visual element that sets the identity apart while offering flexibility across different brand applications.

Lowell Arts signature diagram: the red vertical Lowell Arts logotype above the red LA circle brandmark, with brackets labeling the logotype, the brandmark and the full signature.

Typography

H1Museo Slab 700

Fallasburg Arts Festival

H2Museo Slab 500

Celebrating 50 years

H3Museo Slab 300

Lowell Arts connects artists and audiences through visual and performing arts

H4Museo Sans 700

Single Session: Thursday, November 29, 2023

PMuseo Sans 300

Lowell Arts is accessible to all visitors whatever their ability. Visitors to our facility can expect a ramped entrance near handicapped parking spots.

Visual language

Experience

Represents the individual observing or watching.

Lowell Arts

Represents an experienced artist or a beginner just starting out.

Volunteer

Represents a volunteer individual standing and being actively involved.

Learn

Represents any age learning individual, whether young or old.

Give

Represents donation and giving between individuals and the organization.

Color palette

  • Lowell Red

    Pantone: Red 032 C
    Hex: #EF3340
    CMYK: 0/79/73/6

  • Pattern Red

    Pantone: 199 C
    Hex: #D63644
    CMYK: 0/75/68/16

  • Cool Black

    Pantone: 296 C
    Hex: #121725
    CMYK: 51/38/0/85

  • Pattern Gray

    Hex: #1E2334
    CMYK: 42/33/0/80

  • Lowell Gray

    Pantone: Cool Gray 3C
    Hex: #EAE8E5
    CMYK: 8/5/6/13

  • Experience Pink

    Pantone: 2385 C
    Hex: #E10098
    CMYK: 0/100/32/12

  • Learn Green

    Pantone: 361 C
    Hex: #39B54A
    CMYK: 75/0/100/0

  • Volunteer Blue

    Pantone: 2995 C
    Hex: #00B3EF
    CMYK: 87/1/0/0

  • Give Yellow

    Pantone: 137 C
    Hex: #FFA300
    CMYK: 0/20/92/0

Patterns

  • Lowell Arts pattern on a dark navy background: muted geometric shapes with magenta, red, orange, blue and green accents, a white circle with the letters LA, and Lowell Arts in white vertical lettering.
  • Lowell Arts pattern on a light gray background: soft gray geometric shapes with magenta, red, orange, blue and green accents, a red circle with the letters LA, and Lowell Arts in red vertical lettering.
  • Lowell Arts pattern in two tones of red: tonal geometric shapes, a white circle with the letters LA, and Lowell Arts in white vertical lettering.
Series of five tall navy Lowell Arts banners with the pattern, one colored figure each, and photos: Start Your Journey, Imparting Knowledge, Doing Our Part, It Starts With You and It Starts Here.

Signage and Storefront

The refreshed identity was extended to the building’s exterior through updated storefront signage and window graphics. These concepts explored how the new branding would be incorporated into the existing architecture.

Line drawing of the Lowell Arts storefront with the black Lowell Arts wordmark above the entrance, colorful pattern banners on the side wall, poster graphics in the windows and a person walking past.
Black hanging blade sign on a scrolled iron bracket, with the white vertical Lowell Arts wordmark and the LA badge, drawn against line art of a building front.

Artist Market Photography

Our team also developed the creative direction for a photography shoot featuring artwork and materials from the Artist Market. The compositions were arranged with social media graphics in mind, leaving space for accompanying text while highlighting the variety of work featured at the event.

Top-down view of handmade art and crafts on a dark navy surface: a green leather bag, white knitted cuffs, a Michigan-shaped clock, a watercolor tile, a ceramic face plate, wooden bowls and a framed rabbit collage.
Top-down view of colorful handmade art and crafts on a dark gray surface: a bright painting, a mosaic glass tile, a ceramic face plate, a fabric doll, a monarch butterfly sticker, a wooden turtle and a framed beadwork piece.
Lowell Arts social media designs: a Fallasburg Arts Festival square post and an Aug. 18 to Aug. 25th 2024 event details post on navy with the colorful pattern, beside a phone showing the lowellartsmi Instagram feed.

Events and Merchandise

The signature pattern and supporting marks were incorporated into everything from event tents to branded accessories, creating a recognizable presence both within the community and at Lowell Arts events.

Lowell Arts merchandise: red and light gray patterned wrapping paper with LA badges, a black tote bag, round LA and It Starts Here stickers, a red t-shirt with the vertical wordmark, and a shipping box lined with gray patterned tissue.
Red pop-up event tent with the white Lowell Arts wordmark on its valance, beside a table draped in a navy cloth with the colorful pattern and a tall pattern banner reading It Starts Here.
Lowell Arts brand manual cover: a navy cover with the geometric pattern, the vertical Lowell Arts wordmark, the LA badge and the title Your Brand Starts Here.

Bringing it All Together

The brand manual brings the identity together in one place, outlining guidelines for the logo, color palette, and typography. It also explores supporting marks and patterns, along with additional brand touchpoints that show how the identity is applied across different mediums. Check out the full manual below or read more about the rebrand covered throughout Lowell's First Look!

View the Lowell Arts brand manualRead the article on Lowell's First Look
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