ArtWorks reimagined as 1001 Colors to push back against brand confusion

The Ohio-based nonprofit, which creates community-based public art and provides career opportunities for artists, had operated in the Greater Cincinnati area for over three decades. Strategic design agency Six Cinquième was brought on board to tackle its identity confusion with other local organisations and create a brand capable of achieving national recognition.

ArtWorks had been the driving force behind hundreds of urban murals, providing over 8,000 youth arts jobs since 1996. However, its previous brand too closely resembled that of ArtsWave, a close collaborator, so the mural producer required a new identity to distinguish itself locally and support its ambitions to scale nationally.

Following an extensive stakeholder alignment process and the use of its ‘In Perspectives’ framework, Montreal-based Six Cinquième set about crafting an identity that matched the organisation’s physical expansion into Cincinnati’s historic Walnut Hills Business District.

Miro LaFlaga, founder at Six Cinquième, says, “This was a collaboration in its truest form where our Montreal team spent time in Cincinnati. We got to know their community, spent time with their team, met their artists, exchanged with former graduates, experienced their mural walks and discovered their local businesses. All of this was necessary to help inform our strategic decisions and to ensure we were being intentional throughout the process."

The updated identity was directly inspired by a hand-painted sign that was found in the organisation’s newly renovated building that read “1000 & 1 colors." Six Cinquième felt the name aptly represented the limitless possibilities available to the communities the nonprofit serves, so built the brand around that idea.

The result is an identity that is unconventional yet highly professional, allowing 1001 Colors to be reimagined as a definitive national pillar that’s capable of uplifting communities.

This is demonstrated by the pairing of hand-drawn scribbles with Owners Bold, a professional and clean font. Meanwhile, its thick and bold new icon aims to subtly capture the raw human touch that underpins every piece of its art.

Colleen Houston, CEO and creative director at 1001 Colors, adds, “We chose the name 1001 Colors because it gives us a name that is truly our own, distinct, memorable and positions us to stand out both locally and nationally.

“It’s a powerful expression of who we are today and a forward-looking decision that reflects the scale of our ambition and our belief that creativity opens pathways for every young person, every artist and every community we serve.”