COUNTERCURRENT 2015

Building an arts festival brand experience piece-by-piece.

Consequence of Innovation began working with the Cynthia Woods Mitchell Center for the Arts at University of Houston developing the brand strategy, creative, and implementing the creative strategy that ultimately helped transform this nonprofit arts organization’s annual public programming into a 5-day festival of experimental art around Houston in 2014. The art festival branding strategy focused on expanding this nonprofit’s audience and building brand awareness for the festival and the parent organization without straying too far from their visual synergy with University of Houston. For the second festival, we decided to emphasize the year of the festival, a subtle way of reinforcing that this is an annual festival that is here to stay. Continually evolving the brand each year and building excitement for the next was part of our strategy. The festival continues to grow and evolve year over year and the brand keeps up with that momentum by adding new branded promo and outreach items to enhance and shape the audience’s total brand experience.