Basic Identity Applications





Creative Director

Gwen O'Brien


Nicole La Fave


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West Michigan Center for Arts and Technology

West Michigan Center For Arts And Technology by PlentyWest Michigan Center For Arts And Technology by PlentyWest Michigan Center For Arts And Technology by Plenty


A Grand Rapids, MI, non­profit whose mis­sion is to give oppor­tu­ni­ties for peo­ple to make pos­i­tive eco­nomic and social progress in their lives. WMCAT addresses unem­ploy­ment and high school achieve­ment through adult career train­ing and teen arts programs.


The assign­ment was to design a new logo and iden­tity sys­tem that was more reflec­tive of their cre­ative, student-centered orga­ni­za­tion. The client felt that there was con­fu­sion about what WMCAT meant or stood for and wanted an iden­tity that showed off their per­son­al­ity. Along with the logo, we devel­oped a sta­tionery sys­tem, quar­terly newslet­ter, post­cards, and apparel. We included stu­dent art­work in WMCAT’s iden­tity mate­ri­als to work as con­ver­sa­tion pieces and to show­case the kind of work that comes from their students.


Since the pre­vi­ous logo was very tech­ni­cal and cor­po­rate in feel­ing, we decided to approach the chal­lenge from the arts per­spec­tive. Start­ing with inspi­ra­tion from a wide vari­ety of stu­dent art­work, we boiled the word­mark down to sim­ple shapes and col­ors that would inte­grate well with stu­dent work. The end result was a bold, vibrant, and uni­fy­ing ele­ment with a big per­son­al­ity. The con­cept res­onated with the client and how they wanted their orga­ni­za­tion to be per­ceived by the com­mu­nity and by prospec­tive students.

The West Michi­gan Cen­ter for Arts and Tech­nol­ogy approached Plenty with updat­ing our logo and devel­op­ing new mate­ri­als to bet­ter posi­tion us as an inno­v­a­tive social orga­ni­za­tion. The team at Plenty met these goals by devel­op­ing a new logo that infused color, move­ment, and iden­tity. They then cre­ated let­ter­head and busi­ness cards that include stu­dent art­work and devel­oped a newslet­ter tem­plate. Feed­back among our donors, stu­dents, and com­mu­nity part­ners has been very pos­i­tive. Our new look has gained recog­ni­tion and aptly reflects our work to lever­age cre­ativ­ity to help peo­ple make social and eco­nomic progress in their lives and com­mu­nity. — Louise “Punky” Edi­son, Devel­op­ment Direc­tor of West Michi­gan Cen­ter for Arts and Technology

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