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    Oppurtunity Provide the Jepson Center with a new visual identity that reflects the details of the architecture and contemporary artwork displayed… Read More
    Oppurtunity Provide the Jepson Center with a new visual identity that reflects the details of the architecture and contemporary artwork displayed in the space. Because the Jepson Center was branded with the Telfair museum, I was able to concept an entirely new, eye catching expereince that goes beyond a logo, which in turn would draw in more business to the museum. Target User Tourists, Museum members, Locals Solution/Concept The Jepson Centers new visual identity showcases the beautifully reflected lines of light that shoot through the museum on a daily basis. Mosef Safide, the architect, said he had visioned the museum to be open and light, which is what I also tried to reflect in the new identity. A holographic foil was used considering the light in the space. If you were to carry a business card, a ticket or even see a banner, the logo would look differently everywhere you walked. This brings forth the wow moment that the CEO of the museum was looking for. Voice Contemporary, Light, Approachable Deliverables Logo, Brandbook, Stationery, Tickets, Banners, Website, Promotional material “We want to increase the wow moments that people experience.” -Lisa Grove, Telfair CEO Class: Corporate Identity Professor: Steff Geissbuhler Read Less
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Overview
The Jepson Center for the Arts is a contemporary art museum located in the historic Telfair Square of Savannah, Georgia, across from the oldest public art museum in the South, Telfair Academy. It was designed by Moshe Safdie in 2006, making it the only non-historic building in the district, even though it adheres to the traditional Savannah grid system. It is one of three museums owned by Telfair, and is considered to link Savannah’s future with its past.


Project Details
When conducting initial research on the museum, I discovered an interview from Savannah Now with Lisa Grove, Telfair CEO, discussing her hopes for the future of all three Telfair sites. “We want to increase the wow moments that people experience […] We're competing with TV, the Internet and kids' soccer games for people's attention.” This quote was the driving force behind the design of the new identity. It was important to follow suit with the traditional Savannah grid system, while effectively breaking it in order to build something that could co-exist delightfully in the space. Due to the striking architecture and abundance of angled patterns of light and shadow, the word mark features angled slices through the P, S and N. The O is left to reinforce the N, much like the main curved stone wall supports the grand stair, and the E was inspired by the stacked window panes and limestone. A holographic foil was used considering the light and shadows in the space, as it would give visitors a new and unexpected experience anywhere they went. These angled patterns were then used as design elements throughout the brand, creating a cohesive and intriguing identity system.