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 New Identity
The identity embodies the spirit of the museum with a mark that is inviting, contemporary, and accessible. Utilizing stencil letterforms, it evokes a sense of openness and activity, while also referencing the industrial heritage of the Harbor.
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.
Magazine & Video
Membership
materials
& Digital campaigns
Teens/Kids
materials
& campaigns
ICA Watershed
opening
Team: Kelly Gifford, Colette Randall, Angela Lorenzo, Kris Wilton, Sopeak Sam
Agency Partner: Pentagram