California for the Arts + California Arts Advocates
The challenge
California for the Arts and California Arts Advocates are two sister organizations that work together to make California more creative. They had a unique challenge in that the two organizations needed to be tied together visually, but each needed their own unique brand presence.
The solution
We developed a new brand system for California for the Arts and California Arts Advocates that visually streamlined the look and feel for the sister organizations, but allowed for variation in color, tone, font, and imagery. We also developed two new websites that better serve the purposes for each organization, while providing cross-pollination for members.
Building a design system for sister brands
Rebranding California's lobbying voice for the arts
California Arts Advocates works to secure funding for the arts, advance policies that benefit artists, and ensure that the future of California is creative. This organization has a slightly more serious and governmental tone than its sister brand, California for the Arts. Because of this, we chose a simple sans-serif font, and used dark green as a grounding color.
Helping California for the Arts make the state more creative
California for the Arts is a community-focused organization that's raising awareness on why the arts are important, and providing programs and services to creators of all kinds. They have a fun and vibrant personality, so we developed a carefree brand that uses a playful font, bright colors, and graphic elements that resonate with the creative community.
We designed two sites that work in tandem
While visually connected, the California Arts Advocates and California for the Arts sites serve two very different purposes. The first provides information on policies, agendas, and legislative information so members can get involved in the arts on a governmental level. The latter is a community-first site for artists and art lovers to engage with events, grants, and local initiatives.
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