Union Hall faced a design problem and needed a creative solution that aligned with its organizational and marketing goals. Over the course of 2 years I refreshed the brands strategy, tone of voice, visual elements, and marketing assets to be reflective of Union Hall's unique attributes and mission rather than the style of the primary sponsor. The visual elements of Union Hall were not targeting their key demographic, and the website required a full redesign in order to properly position themselves as an independent entity.
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Union Hall's main offering is a public program for new curators called Rough Gems. I refreshed this program's logo for greater adaptable to be scaled for various uses.
The program is a major touchpoint for the brand, and had become recognizable on its own after a few years of establishment. It has the power to stand independently from Union Hall, so a refined position and communication style was necessary for public credibility. Rough Gems was to be positioned as the #1 curatorial program for emerging exhibition organizers in the state of Colorado.