Unifying a Nation’s Commitment to Art, Now and in the Future

To create a genuine identity for the Kennedy Center, we brought together a wide range of stakeholders and patrons to help capture the brand's true essence. Using research and design, we identified key elements from the mission statement to shape the brand. This team effort resulted in an iconic logo that represents everything special about the Kennedy Center, with a sense of movement, grand architecture, and timeless modernity. The art within the center brings this brand to life.

The key to our success was ensuring the new identity could work across various platforms and performance types and fit the Kennedy Center’s sub-brands. We built a strong brand architecture that covers digital, print, experiential, architectural, and commercial uses, allowing for flexibility while staying cohesive. As the Kennedy Center grows and extends its global reach, this new creative vision will support more innovation and enhanced experiences. Our collaborative model involved the Kennedy Center at every step, fostering a productive and personal process that left everyone excited about the brand's future.

Leading the team through this journey, I focused on developing identity concepts grounded in the brand position. By aligning stakeholders through a well-structured process and compelling storytelling, we ensured everyone was on the same page and equally invested in the vision. This approach not only unified the team but also inspired a shared sense of purpose and direction, making the entire process more cohesive and dynamic.