EMBRACING CHANGE AND COMPLEXITY
IN A BRAND MESSAGE
The Southeastern Center for Contemporary Art (SECCA) in Winston-Salem is a non-collecting museum that embraces art, technology, and community. Nestled within a quiet neighborhood, SECCA is an ever-changing and unique hybrid of old and new, connecting artists and visitors worldwide. This project proposes ideas for how SECCA’s brand can be refreshed and expanded in a variety of media.
As part of this project the class partnered with New Kind, a Raleigh-based branding agency working with SECCA constituents to establish an updated brand message. My research included phone interviews, program information research, and onsite and in-studio collaboration with SECCA and New Kind. After a series of exploratory ideation, I teamed up with fellow classmate Luis Zapata for the final proposal.
Luis and I wanted to capture and visually represent the complexity and uniqueness of SECCA, emphasizing the way that SECCA interacts with its community. We chose the representation of voice which embodies both qualities and serves as a symbol of SECCA’s method for community engagement. Combining the linear wave form of voice with the idea of dialogue shaped the final visualization of SECCA.
We selected colors and a typographic system that would support both expressive and muted voices for branding, signage, communications and ephemera. Mirroring the characteristics of sound, interior signs are oriented to indicate where other attractions are relative to that location.
Upon entering the museum, we designed an interactive experience which creates a unique badge using a visitor’s voice. Once in the museum, voice and touch activated displays allow visitors to enjoy a deeper understanding of exhibits through recorded narratives shared by the artist in their own words.
Luis and I presented our proposal onsite at SECCA to top-level museum administrators and staff where it was recognized for its approach and ideas for the museum.
|| STATIONARY AND EPHEMERA
|| INTERACTIVE EXPERIENCES
April Maclaga and Luis Zapata
Advanced Graphic Design Studio | Spring 2015
Branding and Interaction for the Creative and Cultural Sector
Professor Denise Gonzales Crisp
NCSU College of Design