The St. Louis Teen Talent Competition, hosted by the Fox Performing Arts Charitable Foundation, has long been a launchpad for young artistic talent in the St. Louis region. But as the cultural landscape evolved, the competition needed a refresh.
This case study details our collaborative journey: identifying challenges, crafting strategic solutions, and ultimately, overhauling the competition's brand identity. We aimed to attract a younger, wider audience, deepen community engagement, and empower the next generation of artistic talent.
My team and I began this undertaking by conducting a comprehensive brand strategy workshop, where we collaborated with the board of directors at the FoxPACF. During this session, we gathered all of their knowledge, insights, and expertise and applied our findings to a holistic brand strategy. This included defining the vision, mission, purpose, and core values of the competition, as well as who their target audience was. We then developed their brand personality, voice, tone, and messaging hierarchy, and began to brainstorm what the brand's visual identity could look like. We put together two stylescapes that would serve as options for the overall direction of the tone of the reimagined brand.
After dissecting the stylescapes, the team at the FoxPACF came to a consensus and ultimately wanted some elements of each. We took their feedback and applied it to the following brand identity system, including three logo options. Which one is your favorite?
