United Arts of Central Florida is the region's leading arts agency, supporting and advocating for hundreds of cultural organizations across four counties. This brand refresh was built to shift perception — moving United Arts from an ambassador to a champion for the region's creative community.

I came on as Art Director and lead identity designer. I led the brand audit and visual exploration, developed two identity directions, and carried the chosen route through production. Our positioning strategy was clear: louder, prouder, and more approachable without feeling institutional. Representation was central to the whole system — it had to work across art forms, cultures, and organizations, and reflect the full range of what makes the scene what it is.

The work included the identity system, brand guidelines, messaging decks, rollout strategy, a culture book, and a new direction for their magazine. I also art directed the digital calendar experience from concept through build and final review. We put local artists in the spotlight across billboards and collateral, giving flowers to the people who make the art scene what it is.