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Since 1986, Creative Art Works has worked to enhance the lives of under-resourced youth in Upper Manhattan and around NYC. The organization empowers young people with arts programming—incorporating academic enrichment, creative expression, workforce development, and community engagement—encouraging them to develop the personal and professional skills that can help shape their futures for the better.
We worked together to establish foundational brand elements—including brand strategy and messaging—that would better resonate with corporate donors and partners, and establish more brand recognition for Creative Art Works as an institution that’s creating meaningful change.
After establishing a strong narrative, we set out to express the brand visually—with a refreshed name and reimagined logo and visual system, and experientially—collaborating with the organization to create a more engaging, interactive annual fundraising benefit.
The new name, Creative Art Works—shortened from Creative Arts Workshops for Kids—encapsulates the organization’s mission and impact. The new logo was inspired by our diverse community, NYC, and by Creative Art Works’ newly expanded services and programs, including integrative in-classroom learning, Saturday workshops with multimedia offerings, and after-school Public Art Youth Employment, all in addition to their long-standing Summer Youth Employment Program. Designed to appeal to a wide range of ages, the new logo depicts the many inspirations, tools, and outcomes of creativity.
Creative Art Works’ new name and visual identity was revealed during its 5th Annual ArtWorks Benefit for Kids in NYC in March 2014, debuting to an audience of over 400 attendees—comprised of sponsors (including leading sponsors Boston Properties, CBRE, Cushman & Wakefield, and The Rockefeller group), media, NYC government officials, clients, and participating and alumni youth. The response to the new brand was overwhelmingly positive and supportive.
Today, our partnership continues. We’ve experienced the impact of Creative Art Works first-hand as volunteers, and, because we’ve done our strategy and creative work collectively (using agency-wide brainstorms to collect a broad swath of ideas), we’ve leveraged our growing internal insights and passion for their mission to do better work.