Arts and athletics / Re-create
Arts and Athletics and Re-Create are two related yet distinct companies. Director Neil Fitzgerald asked us to develop a new brand identity for each that acknowledged their connection, but was directed toward specific audiences within different contexts: Arts and Athletics to k-12 children in a school setting, and Re-Create to wider audience from preschoolers to adults with its own retail location in Manhattan.
Arts and Athletics is a non-profit organization that operates after school programs in New York city public schools, offering sports, yoga, chess, design, theater, art, and music, among others. Re-Create is a for-profit entity with a new retail space coming soon on New York's Upper West Side. Re-Create will offer similar programming to Arts and Athletics, but to a wider youth audience, as well as adults seeking enrichment programs.
Arts and
athletics identity
brand positioning strategy, concept, design
The Arts and Athletics Identity won a Silver Award in the Graphis Branding 7 Competition.
Arts and Athletics instructors are teachers, coaches and mentors — and become integral to the school community in which they work. Our goal with the identity was to develop one visual language for two related identities, differentiated through use of color, composition and usage in collateral materials.
The letterforms reflect the multifaceted nature of Arts and Athletics programming, and the playful spirit of an organization focused on nurturing children.
Business Cards
concept, design, print management
Business cards extend the brand language to include customized initials for each person.
Letterform detail shows color overlaps and subtle shadows behind the elements.
Postcards
concept, design, print management
System of postcards for each school with an Arts & Athletics program.
RE-CREATE IDENTITY
brand positioning strategy, concept, design
Re-Create opens its flagship location this fall on Manhattan's Upper West Side. Envisioned as a community resource, Re-Create will offer many of the same kinds of programming that AA&A does in schools, but will offer it to a larger audience, all week and all year. In addition Re-Create will include, other enrichment opportunities, performances, and workshops for both children and adults.
The identity is a "sister" to the Arts and Athletics logo to represent the close connection between the organizations. The color palette addresses the wider audience of Re-Create (including older children and adults).
BUSINESS CARDS
concept, design, print management
Business cards extend the brand language to include a strong use of color.
Letterform detail shows color overlaps and subtle shadows behind the elements.