ICA Rebrand
THE ASK
THE ASK
My group and I were tasked with a project to help rebrand the Institute for Contemporary Art at Virginia Commonwealth University. Specifically, we were asked to analyze and strategize ways to bring more foot traffic to the shop and cafe at the ICA.
Meet the Team
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Romeo Itchon
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Brian Luu
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Jaylen Clark
The Process
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The first step in our process featured us connecting with directors of the museum. Our professor set up a meeting that allowed us to pick the brain of those who work in the space on a daily basis.
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Through research we were able to identify what ICA Shop + Cafe valued as a brand. Additionally, we took note of the competitors, the customers, and their overall market position.
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After gathering our evaluation we were able to suggest a new brand strategy that outlines a new brand promise, new assets, and new initiatives to boost foot traffic
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To conclude our project, we were tasked with presenting our findings and ideas to the ICA Shop + Cafe Directors
Key Skills
Collaboration
Planning
Consumer Data Insights
Market Research
Adobe Creative Cloud
Professionalism
Key Takeaway
My key takeaway from working on this project was the importance of a strong brand identity. Having a strong brand identity is important because it gives your audience something clear and recognizable to connect with. When your visuals, tone, and overall presentation are consistent, people instantly understand who you are and what you stand for.