oregon art beat rebrand

work from Shipyards to Kitchen Tables: Positioning Oregon Art Beat as the Authentic Guide to Oregon’s hyperLocal Art Scene
clients: Oregon public broadcasting, Portland state university 
Collaborator: Nicholas zapata
Opportunity
Oregon Art Beat, a longstanding OPB (PBS) program with short films dedicated to showcasing Oregon’s diverse creative community, was facing a brand awareness challenge. Despite its rich history, both lifelong Oregonians and new folks have been unfamiliar with the series. With increasing media saturation and federal arts funding cuts, it is critical to strengthen brand visibility. This client came to one of our classes, where we participated in a competition for speculative work.
Approach
We began with in-depth interviews with the show’s longest-standing producer and target audience members to uncover what resonates visually and philosophically. We learned that our audience values authenticity, imperfection, and the feeling of discovery.
We gradually discovered what makes this program so special: it's hyperlocal and extremely current quality. Not only does Art Beat feature art you won't always find in a museum- many of the artists aren't untouchably famous, they're real people you might just see around Portland. 
This led us to position Oregon Art Beat as the "guide to the offbeat," as something that inspires people to treasure the work that’s made by neighbors, roommates, and strangers in passing. Made in locations as vast as shipyards to everyday as kitchen tables. 
Result
This speculative rebrand delivered a vision of Oregon Art Beat’s identity as an authentic guide from the artists themselves. 
In order to foster timeless recognition for OAB, We chose to have a strong and stationary logo. The rest of the brand, however, is completely dynamic, meant to feel affected by each artist and their organic hand, crafting an intimate dialogue.  
Through deep research, brand storytelling, and thoughtful activation ideas, we developed a full suite of strategic brand activations, including public art maps, social media templates, merchandise, and experiential activations. These activations were designed to bring Art Beat to life in the community, turning the show into an interactive, physical experience that’s both a guide to Oregon’s art scene and an invitation to explore it. 
Logo
This logo is designed for versatility, allowing it to function across a variety of aesthetic directions while maintaining consistency. The bold sans-serif type conveys confidence, and the unique "A" from ITC Avant Garde Gothic adds a subtle touch of individuality. The negative space between the letters resembles a wall with painted letters, connecting the logo to the visual language of the artistic community.
festival style posters
Festival-style posters are a tactile, interactive way to engage the community. These designs reflect the brand’s ethos of authenticity and human connection by using personalized typography, resembling an artist’s hand. This helps bridge the gap between art and viewer.Posters and similar advertisements align with the brand's focus on real-world interactions and serve as a community-driven activation.
streaming + socials
To align with the refreshed brand, we introduced visually cohesive updates across Oregon Art Beat’s streaming platform. These updates included updated graphics, new UI elements, and easy-to-navigate layouts that reflect the simplicity and approachability of the brand. Featured quotes from artists, as well as visually engaging content, provide viewers with a more interactive, enriched experience.
To align with the refreshed brand, we introduced visually cohesive updates across Oregon Art Beat’s streaming platform. These updates included updated graphics, new UI elements, and easy-to-navigate layouts that reflect the simplicity and approachability of the brand. Featured quotes from artists, as well as visually engaging content, provide viewers with a more interactive, enriched experience.
To align with the refreshed brand, we introduced visually cohesive updates across Oregon Art Beat’s streaming platform. These updates included updated graphics, new UI elements, and easy-to-navigate layouts that reflect the simplicity and approachability of the brand. Featured quotes from artists, as well as visually engaging content, provide viewers with a more interactive, enriched experience.
To align with the refreshed brand, we introduced visually cohesive updates across Oregon Art Beat’s streaming platform. These updates included updated graphics, new UI elements, and easy-to-navigate layouts that reflect the simplicity and approachability of the brand. Featured quotes from artists, as well as visually engaging content, provide viewers with a more interactive, enriched experience.
To further bring the brand’s essence into the digital space, we created social media templates that maintain visual consistency across all platforms. We focused on community-driven content, featuring behind-the-scenes looks, interviews, and interactive content that reflect the heart of Art Beat.
To further bring the brand’s essence into the digital space, we created social media templates that maintain visual consistency across all platforms. We focused on community-driven content, featuring behind-the-scenes looks, interviews, and interactive content that reflect the heart of Art Beat.
Merchandise + travel collateral
To enhance the brand’s tactile presence, we introduced limited-edition merchandise inspired by art and quotes featured in the series. Items are designed to feel personal and reflective, appealing to the audience’s love for insight and authenticity. These products can be sold in local stores alongside Art Mark stickers, further promoting the brand.
To enhance the brand’s tactile presence, we introduced limited-edition merchandise inspired by art and quotes featured in the series. Items are designed to feel personal and reflective, appealing to the audience’s love for insight and authenticity. These products can be sold in local stores alongside Art Mark stickers, further promoting the brand.
To enhance the brand’s tactile presence, we introduced limited-edition merchandise inspired by art and quotes featured in the series. Items are designed to feel personal and reflective, appealing to the audience’s love for insight and authenticity. These products can be sold in local stores alongside Art Mark stickers, further promoting the brand.
To enhance the brand’s tactile presence, we introduced limited-edition merchandise inspired by art and quotes featured in the series. Items are designed to feel personal and reflective, appealing to the audience’s love for insight and authenticity. These products can be sold in local stores alongside Art Mark stickers, further promoting the brand.
The Art Mark is a sticker-based brand activation that highlights businesses and spaces supporting Oregon’s art scene. Inspired by restaurant ratings, it spreads OAB’s presence organically—building community, encouraging exploration, and offering playful, collectible collateral tied to local landmarks.
The Art Mark is a sticker-based brand activation that highlights businesses and spaces supporting Oregon’s art scene. Inspired by restaurant ratings, it spreads OAB’s presence organically—building community, encouraging exploration, and offering playful, collectible collateral tied to local landmarks.
The Art Mark is a sticker-based brand activation that highlights businesses and spaces supporting Oregon’s art scene. Inspired by restaurant ratings, it spreads OAB’s presence organically—building community, encouraging exploration, and offering playful, collectible collateral tied to local landmarks.
The Art Mark is a sticker-based brand activation that highlights businesses and spaces supporting Oregon’s art scene. Inspired by restaurant ratings, it spreads OAB’s presence organically—building community, encouraging exploration, and offering playful, collectible collateral tied to local landmarks.
To enhance the brand’s tactile presence, we introduced limited-edition merchandise inspired by art and quotes featured in the series. Items are designed to feel personal and reflective, appealing to the audience’s love for insight and authenticity. These products can be sold in local stores alongside Art Mark stickers, further promoting the brand.
To enhance the brand’s tactile presence, we introduced limited-edition merchandise inspired by art and quotes featured in the series. Items are designed to feel personal and reflective, appealing to the audience’s love for insight and authenticity. These products can be sold in local stores alongside Art Mark stickers, further promoting the brand.
Experiential activations
The "Inspiration Machine" is a public installation that dispenses printed quotes from Oregon Art Beat, inviting passersby to pause and reflect. Designed for a creative, thoughtful audience, it deepens emotional connection to the brand—while streaming platforms echo this with featured quotes from the show.
The "Inspiration Machine" is a public installation that dispenses printed quotes from Oregon Art Beat, inviting passersby to pause and reflect. Designed for a creative, thoughtful audience, it deepens emotional connection to the brand—while streaming platforms echo this with featured quotes from the show.
A rotating art gallery at the airport will establish Oregon Art Beat as the definitive "guide" to Oregon’s art scene. This experiential activation provides a physical touchpoint for visitors and residents alike, showcasing local art and creating a lasting impression of Art Beat as a gateway to Oregon’s creative culture.
A rotating art gallery at the airport will establish Oregon Art Beat as the definitive "guide" to Oregon’s art scene. This experiential activation provides a physical touchpoint for visitors and residents alike, showcasing local art and creating a lasting impression of Art Beat as a gateway to Oregon’s creative culture.
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