INTEGRATED BRAND ID CAMPAIGN
PROJECT Overview
Integrated Brand/ID Campaign
African American Art & Culture Complex, San Francisco, CA
Change Consulting, LLC., Oakland, CA
Rebranding a Premier Black Arts and Culture Institution
MyGroove Design, Inc. collaborated with Change Consulting, LLC. on a rebranding campaign for the African American Art & Culture Complex (AAACC), one of the Bay Area’s leading Black arts and cultural hubs. AAACC serves youth, adults, and families through exhibitions, performances, and community-centered programming, and needed a refreshed brand identity that reflected its impact and vision.
Align Mission, Community, and Investment
The core challenge was to build a comprehensive brand identity that honored AAACC’s mission and values while resonating with its community and stakeholders. With a 1.3 million dollar grant dedicated to rebranding and renovations, the strategy needed to galvanize support from staff, community members, the board of directors, and institutional partners, ensuring everyone saw themselves reflected in the new brand.
MyGroove Design, Inc. partnered with Change Consulting, LLC. and the African American Art & Culture Complex to lead an integrated rebrand of one of San Francisco’s cornerstone Black cultural institutions. The work focused on strengthening AAACC’s identity, aligning it with its mission, and ensuring the brand could rally staff, community, funders, and civic partners during a major phase of renovation and growth.
SOLUTION
One of the most important strategies was gaining support from stakeholders, staff, the community, and the board of directors. To begin, we conducted a thorough brand audit to understand their current market position. We then created the parent brand's brand architecture in relation to AAACC's various programs such as the Sargent Johnson Gallery, Buriel Clay Theater, Children & Youth Programs, Event Rentals, and Classes. This aided in positioning the brand in a way that was appealing to the target market.
We started by conducting research to learn about the AAACC's target audience, their needs, and the competitive landscape. We then created a brand strategy to help the organization stand out and appeal to its target audience. This included the creation of a new primary logo, brand identity guidelines, and a variety of collateral materials.
We also created a new website for the organization that was visually appealing, easy to navigate, and provided access to the organization's events, classes, and resources. In addition, the African American Art & Culture Newsletter has been redesigned to be more visually appealing and engaging for readers.
RESULTS
As a result, the Nextsport, Inc. - Fuzion - GOMO CityGlide - Arcade BRANDS had a clear understanding and structure. We created an innovative roadmap for their new brand architecture detailing the parent brand, parent-endorsed brand, and brand positioning, as well as a single-minded focus and clear messaging for each brand and product line.
Overall, it was a transformative experience for Nextsports Inc. and their sub-brands, and we are honored to have played a part in their success.
MyGroove Design, Inc. is committed to assisting companies like Nextsports Inc. in achieving their objectives through expert brand strategy and design services.