Charlotte School of Arts Rebrand
Brand Identity, Video Production and Digital Marketing
NODA School of Arts, a local non-profit, provided performance arts training to low income students in the Charlotte area. As the NODA (North Davidson) area changed from an arts district to a night life scene, the school began to explore a new location and a new brand identity. The proposed new school would be called the Charlotte School of Arts.
Solutions
Re-center brand around arts and children, not a location
Simplify and modernize the logo and typography
Use inexpensive technology to market creative across multiple platforms.
Rebrand and Refocus
Focusing on geography and aspects of arts education produced a cluttered, ineffective logo. We had to highlight our most important asset – the kids.
Our Summer Theater Intensive gave us the visual inspiration we needed. A six week, all day summer camp, the program culminated with a full production performed at the Booth Theater in Uptown Charlotte. The students controlled every aspect of the show – on stage and behind the curtain.
Once we shifted our identity to youth performances, we found a new look and feel for the logo.
Logo explorations
The final logo captured the new direction of the organization, blending all four creative disciplines – music, art, theater and dance – into one, cohesive visual. We could now begin applying this new look to our marketing material and correspondence.
NODA School of Arts – old logo
Charlotte School of Arts – new logo
