Olivia Mitchell
The Institute of Contemporary Art Rebrand
Rebrand Pitch | December 2024 | Brand Strategist and Creative Associate
Objective
To develop a new rebrand that aligns with The Institute of Contemporary Art's mission of providing sustainable art for the Richmond community.
The Problem
The Institute of Contemporary Art (ICA) became apart of Virginia Commonwealth University's arts program but lacked awareness on campus. Many attendees were unaware of the extensive sustainable efforts ICA have created when experiencing the exhibits, including their Cafe and Shop.
The Research
My team and I conducted extensive customer research to understand why the ICA's current tactics weren't reaching their target customers. From our research we discovered:
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Initial target audience:
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20 to 50 years old
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Salary income of 70k - 120k
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Empathetic, environmentally conscious, and creative
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The New Strategy
To increase awareness among theVCU community, a few strategies the ICA can implement is to increase the following:
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Collaboration opportunities with VCU student organizations related to the School of Arts.
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Social media presence on Instagram, Facebook, and Youtube.
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Sustainable actions being taken to create their business as a whole and spotlight awareness of those actions.
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Provide new in-person experiences for VCU students to professional experiences such as internships.
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Highlight the connections they’ve fostered and continue to foster in RVA/ VCU with local businesses
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Incentivize students and faculty to make purchases
New Brand Promise
To provide a warm, unique, and inspiring atmosphere for the VCU community through food and interactive art.
Brand Assets
With nature inspired colors like clementine orange, leafy green, sunshine yellow and sky blue created into four fun mini logos to symbolize the art, cafe, shop, and sustainability, the cafe can form a connect with arts students.
