keri atchley
nonprofit · brand architecture

Mattie Kelly Arts Foundation

project library

One foundation. Many programs. One recognizable brand—uniting a fragmented family of arts initiatives within a cohesive visual ecosystem.

Mattie Kelly Arts Foundation annual report cover
Mattie Kelly Arts Foundation
role

Executive board member; creative direction, visual identity, brand architecture and implementation

collaboration

Tracy Louthain Communications led positioning, messaging, PR and communications strategy

disciplines

Identity systems, annual reports, campaigns, event brands and print production

One foundation. Many programs. One recognizable brand.

The challenge

MKAF had a fragmented family of events and programs—and persistent marketplace confusion with the similarly named Mattie Kelly Arts Center. Concerts in the Village, Festival of the Arts and educational initiatives needed individual personalities without losing their connection to the parent organization.

The approach

Working with Tracy Louthain Communications, Keri and Design360 created the brand architecture and visual identity system that unified the foundation and its tertiary programs. Tracy led communications, positioning, PR and messaging strategy; Keri led creative direction, graphic design, production and implementation across the complete visual ecosystem.

Selected deliverables

Parent-brand identity system
Program and event sub-brands
Concerts in the Village materials
Festival of the Arts materials
Annual report design
Production and implementation

One family of brands

MKAF and program logos before and after the unified brand redesign
MKAF visual identityConcerts in the Village — vertical promotionMKAF 2017 annual report coverMKAF Festival of the Arts — magazine advertisementConcerts in the Village — postcard frontMKAF Golden Image Awards — The Destin Log, June 2014

Outcome + recognition

The unified system clarified the relationship between MKAF and its programs while preserving their distinct voices. In 2014, MKAF received FPRA Golden Image and Grand All Image awards for its rebranding campaign and the launch of the enhanced Cultural Arts Village, supported by Tracy Louthain Communications and Design360.