UrbanArts is committed to the goal of building inclusive, engaged communities by enriching peoples’ lives through the arts, culture and heritage, with programs, services and resources delivered within the former City of York boundaries, with a focus on York South-Weston. UrbanArts is a progressive, not-for-profit Community Arts Council (CAC)/Local Arts Service Organization (LASO) providing opportunities for diverse cultural expression, artistic development, training and employment to members of urban communities with a focus on youth in central west Toronto. UrbanArts is an incubator for local arts, with a range of programs led by professional artists in visual, digital, culinary and media arts, theatre, dance and music.
Being a not-for-profit organization it is essential you have the support of the community and sponsors to keep moving forward. Urban Arts didn't have a website for this program so this made it difficult to reach its full potential and reach out to prospects. Our goal was to create something creative that brought their message to life and show others what they are all about all while keeping their branding consistent. We also needed to make sure all important information was easily accessible for all viewers on top of racing against time with their tight deadline.
Along with the new website design, part of the challenge was to incorporate the current JS Batt Less branding to fit throughout various pages. When it came to implementing the logo, it was clear that it was also in need of a rebrand. With this in mind, a logo was created to solve the task of having a recognizable icon alongside the Batt Less wordmark to allow for a bit more flexibility in use. This idea is what created the initial design, focusing on having something that is simple and readable at different sizes. The initial design was received well, but the client wanted to move away from an actual “battery cell”, to describe the product. Through ideation, we arrived at the current design, which takes cues from a transmission/engine indicator you might see on a car dashboard, and incorporates the “JS'' word mark. This pairs with their current bolded font to retain some of i’ts original design, while modernizing the brand and allowing for different variations of use throughout the website and other mediums.
This site is launching in 2022, it is one of our favourites, UrbanArts being a community program this is going to help users in many ways, not just the brand awareness but the access to Information and of the services. Not to mention the connection and availability to the staff and of course being showcased the images and videos of past attendees and programs.