The Arts Foundation

Scope of Work

  • Brand Identity
  • Copywriting
  • Digitial
  • Print & Packaging
  • Website

The Arts Foundation Te Tumu Toi came to us with the task of creating a new identity that showcased the importance of art and inspired a new generation of younger givers. 

Retaining the original ‘signature’ logo — hand drawn in 2009 by Sarah Maxey, we created an overarching positioning based on the Foundation’s reason for being — backing artists to make their mark. We then developed a visual representation of this idea, exploring the many different perspectives and perceptions that one can come to experience art with.

We created a brand architecture, aligning seven sub-brands which include awards programmes, a giving platform, an art ball, fundraising platform and a month-long art activation. Each needed to have its own personality, but remain instantly recognisable as belonging to the Arts Foundation. We were able to achieve this primarily through colour, typography and various interpretations of an animating mark device.

The top level brand and award programmes feature a paired back, centred typographic approach and muted colour scheme. Arts Ball, Arts Month and Kotahi — the giving platform, all feature a more progressive approach to typography alongside bright neon colours.