Javett-UP
The Javett Arts Centre at the University of Pretoria (Javett-UP) believes in the emancipatory potential of the arts in society through multidisciplinary curatorial and pedagogic initiatives.
The brief
Breinstorm Brand Architects (BBA) was tasked with a brand refresh of the Javett Arts Centre at the University of Pretoria. Javett-UP needed a brand that aligns with their mission and vision, and their place as a serious and respected art museum.
The transformation
Fresh visual identity
The visual identity was changed to incorporate the pattern elements that were already part of the Javett-UP building – a series of symbols: + - o x
These symbols are basic human elements – building blocks – that we see in art, science, and maths (important for Javett-UP as they also host the ancient Mapungubwe collection of gold objects, in addition to art).
Alignment workshop
BBA hosted a brand alignment workshop to understand where the current brand and vision misaligned, and how these misalignments can be remedied and the brand can be elevated.
Tshwane mapping study
Engaging with new audiences, otherwise known as audience development, is only possible when you understand their mindsets and realities.
Through a mapping study of Tshwane, BBA helped Javett-UP understand where their audiences are, how they are engaging with the arts, and what their needs are from the space.
