African American Art & Culture Complex

CASE STUDY

STRATEGIC PARTNERS

CHANGE CONSULTING, LLC., OAKLAND, CA

INTRODUCTION

MyGroove Design, Inc. had the opportunity to partner with Change Consulting, LLC. on the rebranding campaign for the African American Art & Culture Complex (AAACC) in San Francisco. The AAACC is one of the Bay Area's premier Black arts and cultural institutions, dedicated to providing a diverse range of art and cultural programming for youth, adults, and families.

CHALLENGE

The task for our team was to create a comprehensive brand identity for AAACC that would not only align with their mission and values, but would also resonate with their community and stakeholders. With a 1.3 million grant for rebranding and renovations, we knew we needed to develop a brand strategy that would garner support from everyone involved - staff, community, board of directors, and more.

SOLUTION

One of the most important strategies was gaining support from stakeholders, staff, the community, and the board of directors. To begin, we conducted a thorough brand audit to understand their current market position. We then created the parent brand's brand architecture in relation to AAACC's various programs such as the Sargent Johnson Gallery, Buriel Clay Theater, Children & Youth Programs, Event Rentals, and Classes. This aided in positioning the brand in a way that was appealing to the target market.

We started by conducting research to learn about the AAACC's target audience, their needs, and the competitive landscape. We then created a brand strategy to help the organization stand out and appeal to its target audience. This included the creation of a new primary logo, brand identity guidelines, and a variety of collateral materials.

We also created a new website for the organization that was visually appealing, easy to navigate, and provided access to the organization's events, classes, and resources. In addition, the African American Art & Culture Newsletter has been redesigned to be more visually appealing and engaging for readers.

RESULTS

Throughout the project, we provided ongoing consulting, design, production, website maintenance, support, and brand management services to ensure the AAACC's rebranding efforts were successful. We are proud to have contributed to the AAACC's continued success as a premier Black arts and cultural institution in the San Francisco Bay Area.