Springbox Creative Group Rebrands The University of Texas at Austin Visual Arts Center
Austin , TX — Feb 22, 2010
The University of Texas at Austin Visual Arts Center welcomes a new branding experience built in-house by the Springbox creative team. With an adaptive reuse of the space within the Art Building already complete, Springbox was tasked with creating branding elements that would resonate with the students, faculty and the greater artistic community.
As part of the Department of Art and Art History, the Visual Arts Center (VAC) is a new exhibition and research space that highlights internationally acclaimed artists, as well as students, faculty and alumni in its multiple programs. The VAC branding was a pro-bono project of the Springbox creative group, and a great opportunity to extend their talent into a prestigious, local institution. After taking a tour of the newly remodeled 22,000 square feet of space within the department and the new VAC exhibition space, the creative group broke into teams and generated four new concepts that included logos, taglines, collateral examples, projection graphics and more.
Each group presented a range of concepts to the stakeholders, which included John Yancey (Chair of Department of Art and Art History and John D. Murchison Regents Professor in Art), Jade Walker (Director, Visual Arts Center), Hunter Thomas (Public Affairs Specialist I: Department Websites) and Rachel Cook (Public Affairs Specialist II: Marketing and Public Relations). “It was so refreshing to work with such creative energy on this project,” says Jade Walker. “Springbox was so professional at each turn and really brought unique ideas to the table.”
After positive response from each effort, one concept was selected for further refinement, which will become the new logo and brand message for the VAC. The selected concept was created by Tricia Bayne, Gerren Lamson, Shelly Leyden and Tom Hudson. Each contributed to a brand identity for the Visual Arts Center that captures the energy of the space — the artistic exploration and collaboration of the community — while also calling the viewer to action.
“The VAC was a great exercise for the creative team and what we do best: building something unique for creative hearts and minds,” says Adrian Taylor, Springbox Group Creative Director. The Springbox creative team looks forward to more team projects that will extend their talents into the Austin area.
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