United Arts of Central Florida

THE STORY

There are projects that have impact, then there are projects that move culture. Since 1989, United Arts of Central Florida has been a leader in making the arts accessible to the region. As an organization that has been a staple in our community for three decades with an expanding footprint – our work started with identifying challenges with their existing brand positioning and how that positioning needed to evolve, take form, and be communicated across all channels.

A Champion
for the Arts.

WHAT WE DID

Brand Identity

Brand Strategy

Messaging

Web Design

Culture Activation

Campaigns

Film & Motion

Research & Discovery

Editorial Design

THE THINKING

It’s one thing to facilitate the sustainability of our arts community, it’s another to be recognized and trusted by the people themselves. In addressing United Arts’ positioning challenge, our goal was to create a brand that the community could rally behind. That started with understanding their vision for the culture of our region.

APPLICATION

+ Facilitated internal culture and communications workshops with board members and staff

+ Redesign of major brand properties including logo, website, regional arts calendar and publication

+ Produced brand videos, photography, and visual storytelling tools for presentation and on social media

+ Repurposed historic assets from arts partners into original brand artwork

+ Established a definitive brand platform documenting the identity and messaging of the organization

THE RESULTS

A revitalized brand and voice for one of Central Florida’s most important community organizations.

An all-time high in funding raised for the arts during United Arts’ signature Collaborative Campaign.

Awarded 18 ADDY awards,
Local & District from the American Advertising Federation.

President & CEO

Louder & Prouder

Our belief is that great brands are built to inspire. It was important that as the Champion for the Arts, United Arts could communicate the diverse stories of the arts with vibrance and pride. Reverent by design.

"The branding process really launched our organization from transactional into transformational."

Jennifer Evins

President & CEO, United arts of central florida

Have a Look

Spread 37 of 120 - Our Inspirations

Spread 55 of 120 - Vidi means...

Vidi Team Photoshoot - Orlando Rooftop sunsets

Spread 20 of 120 - Orlando Sunsets

Spread 35 of 120 - Vidi Art Direction 2019-2021

Spread 7 of 120 - Vidi was created during Hurricane Irma

Spread 8 of 120 - Photo outside from Hurricane Irma's aftermath

Spread 39 of 120 - Our everyday objects & the Vidi mascot, Gin

Spread 54 of 120 - Tiny people (Individual Portraits taken from 3 different years)

Spread 12 of 120 - Thinking of the Future by Christian

Spread 13 of 120 - Thinking of the Future by Christina

Spread 14 of 120 - Vidi Eyebars

Spread 15 of 120 - Thinking of the Future by J.D.

Spread 16 of 120 - Thinking of the Future by Aaron

Spread 17 of 120 - Views from the V

Spread 38 of 120 - Veni, Vidi, Vici

Spread 11 of 120 - Seeing Together

Spread 75 of 120 - Vidi 3D Type Study

Spread 41 of 120 - Post Processing/Vidi Type Collage

Spread 43 of 120 - Vidi Type Studies

Spread 92 of 120 - Downtown Orlando Fragments

Spread 90 of 120 - A letter from our co-founder

Spread 82 of 120 - Photo taken outside our studio after a day at work

Spread 18 of 120 - Team Photoshoot on Downtown Orlando Rooftops I

Spread 19 of 120 - Team Photoshoot on Downtown Orlando Rooftops II

Spread 25 of 120 - Christina described by others

Spread 27 of 120 - Aaron described by others

Spread 30 of 120 - J.D. described by others

Spread 32 of 120 - Christian described by others

Spread 79 of 120 - 'This is not a blog post' Video - Frame by Frame

Spread 60 of 120 - Pandemic Times in Downtown Orlando

Spread 94 of 120 - Easy luck / Whippoorwill Inspiration

Spread 96 of 120 - Stardust Video & Coffee Interior Energy

Spread 98 of 120 - Deeply Coffee Mornings

Spread 104 of 120 - Our gamified versions of ourselves. Inspired by Brawl Stars (Aaron's contribution)

Spread 105 of 120 - Our gamified versions of ourselves. Inspired by Brawl Stars (Aaron's contribution)

Spread 116 of 120 - See the View by Aaron (Facilitated workshop by Jacob Z. Wan)

Spread 117 of 120 - Create and Destroyed by J.D. (Facilitated workshop by Jacob Z. Wan)

Spread 118 of 120 - Pull and Push by Christina (Facilitated workshop by Jacob Z. Wan)

Spread 119 of 120 - Play Music by Christian (Facilitated workshop by Jacob Z. Wan)

Vidi Bebop - Cowboy Bebop inspired artwork

Spread 49 of 120 - Vidi Bebop

Spread 29 of 120 - The Book of Wondrous

Spread 6 of 120 - Chapter I: Vision

Spread 23 of 120 - Chapter II: Identity

Spread 59 of 120 - Chapter III: Dexterity

Spread 81 of 120 - Chapter IV: Inspiration

Spread 110 of 120 - Aaron approves

Spread 72 of 120 - Creative Experiments at Downtown Arts Collective

Spread 70 of 120 - Christian's Weapon of Choice

Spread 33 of 120 - The Vidi Logomark Evolution & Variations

Spread 44 of 120 - Parts of the Vidi Studio

ART DIRECTOR'S NOTE

"We explored the idea of introspection and retrospection; Diving deeper into the meaning of "I Saw." We wanted to make an artifact that acknowledged our four year existence together. It was a collaborative effort to find our brand identity as a collective while imbuing our individual spirit(s). One challenge was making every page flip feel like a fresh new experience – a unique window to our day to day happenings."

President & CEO

We incorporated film, motion, photography and design to enhance the visual language of United Arts, influencing how it communicates across platforms including social media, storytelling, collateral pieces, and interior design.

United Arts Artistry Magazine Cover Concepts

Building New Foundations
by Creating Brand Artifacts

When the goal is to move culture, it’s important to create cultural artifacts that serve as an authentic bridge between your organization, its core values and vision. We created and produced the United Arts Culture Book as a brand artifact to signify the organization’s turning point from transactional to transformational.

President & CEO

Crafting a Unifying Message

‘Make Art Thrive’ became the brand’s inspiring rallying cry to express United Arts’ rejuvenated purpose. And it served as the core idea driving a fully integrated awareness campaign that incorporated media via digital, OOH, and redesigns of their cultural calendar and regional publication.

United Arts Artistry Magazine Spread Cocnept

Project Credits

Creative Direction & Strategy

Christian Arriola

Art Direction & Design

JD Arriola

Account Strategy & Producer

Christina Nguyen

Brand Strategy & Copy

Aaron Antonio

Marketing Communications Strategy

Torii Gate Marketing

Website Design & Development

Brave Factor

Digital Marketing Strategy & Implementation

Rise Above MKTG

Cinematography

Circuitous Blur

Graphic Design

Tatiana Mondragon

When Vision
Meets the Moment.

Great creative opportunities only happen when clients take the leap – to challenge the standard. To be open to imagination and new ideas. It’s a testament to the influence clients have when they choose to meet a moment head on, when they dare to be great, when they set out to live their purpose every day. So this is where we get to say thank you to the entire United Arts team and leadership. Inspiring work always starts with an inspiring vision. Here’s to 30 more years of growth and empowerment to the arts…

Love, Vidi

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