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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