As a key responsibility at Crosstown Arts, my role revolves around maintaining and adapting the meticulously crafted brand established since 2019. This is particularly evident in the creation of our ad mats. Given that we attract artists from diverse backgrounds, styles, and levels of recognition, it is essential that all promotional materials exhibit a consistent and refined presentation so that the artists remain the focus.
When Crosstown Arts resumed hosting shows after the pandemic lockdown, I took the initiative to align our brand with a more refined and sophisticated approach akin to that of a "Crystal Goblet." As evidenced, our visual aesthetic has evolved over the past few years, transitioning from prominent white boxes to a more photo-focused design. Emphasizing simplicity and unobtrusive graphics, we strive to allow the artists' imagery to take center stage without compromising our brand's identity and aesthetic.
My objective is to make the Crosstown Arts brand as invisible as possible while maintaining a clear hierarchy of information. By continuously simplifying our approach, I aim to better serve both our performers and the community we represent on a daily basis.