United Arts of Central Florida is the region's leading arts agency, supporting and advocating for hundreds of cultural organizations across four counties since 1989. The work was a brand refresh for a legacy organization, moving it from ivory tower to community champion, with local artists at the center. Louder, prouder, and more approachable without losing the weight of what United Arts represents.

As Art Director and lead designer at Vidi Global, I led the brand audit and visual exploration, developed two identity directions, and carried the chosen route through production and rollout. The brand architecture spanned four concurrent campaigns running under one system, the core rebrand, a magazine rename and relaunch including a new cover system and editorial design, an arts and culture calendar rename and relaunch, and a collaborative fundraising campaign to raise millions for the region's cultural organizations. 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 full scope spanned the identity system, brand guidelines, messaging decks, two annual reports, motion and video for the rollout, social content and ads, web design and UI direction, an interior mural, exterior glass window application, and email and marketing collateral. We put local artists in the spotlight across billboards and collateral, giving flowers to the people who make the art scene what it is. The project won 18 awards.