Connecting Through Culture
A Branding Approach
By Valeria Esqueda | January 23, 2025
Walk into any trendy new cafe or browse the latest tech startup’s website, and you’re likely to encounter a familiar aesthetic: clean lines, minimalist fonts, and a muted color palette – the hallmarks of what’s often dubbed the “design-bro” style. While this aesthetic might work for selling coffee or software, it often falls flat when applied to the rich tapestry of arts and culture. Imagine trying to capture the vibrant energy of a community theatre or the profound history of a cultural heritage site with a sterile, one-size-fits-all design. This disconnect highlights a critical challenge: many arts and culture nonprofits struggle to find branding that truly reflects their mission, values, and the diverse communities they serve. This struggle can hinder their outreach, fundraising, and overall impact, leaving them adrift in a sea of homogenous branding. The solution? A culturally attuned, empathetic approach to branding—one that understands the power of story and connection.
A Culturally Attuned Approach ?
Mainstream branding often suffers from an overemphasis on a "tech bro” — prioritizing relentless output, a fast-paced, always-on approach, and a focus on efficiency over genuine connection. This translates into branding that can feel impersonal, out of touch with community values, and ultimately ineffective for arts and culture organizations seeking to build authentic relationships with their audiences. This is especially true for organizations led by BIPOC and/or queer individuals, whose lived experiences and values may be further marginalized by this dominant culture.
Fluid Branding for a Changing World: The Borders Like Water Story
Imagine a world where borders aren't lines on a map, but fluid, ever-shifting currents. This is the world that Borders Like Water envisions, a world where cross-cultural collaboration flows as naturally as water itself, especially in the face of our changing climate. When the founders of this inspiring international network embarked on their mission to drive narratives of change at the intersection of migration and climate, they reached out to us at Woven Studios. They needed a visual voice, a way to capture the essence of their vision and share it with the world. We were honored to partner with them on this journey. Our task? To craft a complete brand identity that would resonate with their audience and embody their powerful message. We dove in, not just as designers, but as storytellers. We crafted a comprehensive brand kit, from the foundational elements like logos and color palettes that evoke the fluidity and power of water, to a library of graphic icons that visually represent the exchange and connection between cultures. We even developed social media mockups to ensure a cohesive and impactful presence across all platforms, setting the stage for a successful launch. It was more than just creating a brand; it was helping to give form to a movement, a movement as vital as the water that sustains us all.
Art as a Catalyst: The Branding of A Todo Dar
Imagine a public plaza transformed—suddenly, it's a vibrant hub of creativity. Or picture a prison cell, now echoing with the rhythm of artistic expression. This is the magic A Todo Dar creates. They work at the vibrant intersection of art and activism, using performance labs, curated gatherings, and hands-on workshops to unlock what they call the “insurgent possibility of collective dreaming.” This powerful work is deeply rooted in honoring the lived realities, daily practices, and embodied knowledge of local communities. They even created a dedicated fellowship for queer emerging artists of color. Because A Todo Dar brings art to such unconventional spaces, they needed a brand that could transcend traditional boundaries. We partnered with them, crafting a full suite of branding and design solutions. This included a robust brand strategy, a comprehensive brand kit, a dynamic new website, and a range of print and digital materials—from eye-catching event signage to engaging social media content. The goal? To ensure their message resonates in every space they inhabit. The result is more than just a logo; it's a living, breathing entity, connecting with audiences on an emotional level.
Your Program Has a Story
You've created a program with a story to tell, a story that deserves to be heard by the communities you serve. Don't let a missed opportunity in culturally relevant marketing and communications limit its reach. Reach the right people with a message that speaks to their experiences and values. Contact us to discuss how we can help you craft a branding kit that honors your organization’s story.
