ICA Boston - Brand

Oversaw the rebrand of the museum identity which was designed by NYC based agency, Pentagram to position the ICA as a gateway to art, creativity, and community. Led the application of this new brand identity across the museums main and sub brands and all mediums (digital, web, print, video, social, exhibitions, photography and interior and exterior signage). This also included the museum’s seasonal art space, the Watershed in East Boston.


Print / Digital / OOH / Social / Animation / Video / Exhibition Design / Signage

BRANDING/
CREATIVE DIRECTION/
STRATEGY + DESIGN/
PHOTOGRAPHY/
ANIMATION/

The principal colors were the shades of blue and black and white, visually linking the identity to the museum’s waterfront location, accompanied by a secondary palette of pastels and brights. The core design, grid and color system was carried through all mediums. We developed templates for the internal and external teams and agencies. We streamlined our brand photography to a documentary style, capturing real moments of visitors engaging with art and our programming.

We flexed the sub brand lockups and developed patterns and a range of color pairings for consistency.

Events Digital, Social, Video

  • Digital & Social

Magazine
Video

Membership
materials
& Digital campaigns

Teens/Kids
materials
& campaigns

ICA Watershed
opening

Team: Kelly Gifford, Colette Randall, Angela Lorenzo, Kris Wilton, Sopeak Sam