Philadelphia Contemporary rebrand

For my branding class at Drexel University, I was tasked with rebranding Philadelphia Contemporary. With minimal guidelines provided, I took full creative ownership of the project. Over the course of 9-10 weeks, I conducted extensive research on my "client" to develop a comprehensive branding system that aligned with their mission and values. I designed a new logo that embodies the pillars of art, using primary colors to symbolize community—distinct elements coming together to create something beautiful and unique. Similarly, I incorporated basic geometric shapes, which reflect the foundation of design and how individual parts can combine to form something greater. This concept mirrors Philadelphia Contemporary’s mission to provide artists with a platform to showcase their work, fostering community and collaboration. Beyond the logo, I created marketing materials that aligned with the company’s value of making art accessible everywhere. This included a social media branding guideline that showcased how the brand would be presented on Instagram, an animation that tied the logo to the company’s message, and advertising concepts such as bus ads and guerrilla marketing posters. This project allowed me to explore and execute a holistic rebranding approach, from visual identity to marketing strategy, all while staying true to Philadelphia Contemporary’s vision.