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Springbox interactive agency develops branding for the Visual Arts Center

Opening to the public in September 2010, the new Visual Arts Center (VAC) at The University of Texas at Austin welcomes a branding experience built from the ground up by the creative group of Springbox interactive agency.

As an adaptive reuse of the space in the Art Building formerly occupied by the Blanton Museum, the VAC is part of the Department of Art and Art History and will serve as an exhibition and research space highlighting internationally-acclaimed artists, students, faculty and alumni through its multiple programs.

The VAC branding was a pro-bono project by the Springbox creative group and a great opportunity to extend their talent to a prestigious, local institution. After touring the newly-remodeled 22,000 square feet of space within the department, the creative group broke into four teams, each of which generated concepts comprising logos, taglines, collateral examples, projection graphics and more.

The teams presented a range of ideas to the department committee, which included John Yancey, chair of the Department of Art and Art History and John D. Murchison Regents Professor in Art; Jade Walker, director of the VAC; Rachel Cook, marketing and public relations specialist and Hunter Thomas, public affairs specialist.

Walker says, "It was impressive to work on this project with a group that has such creative energy. Springbox was so professional at each turn and really brought unique ideas to the table."

From the body of distinct proposals, the committee had the challenging task of selecting one concept, which was further refined and now serves as the new logo and brand message for the VAC. The selected concept was created by Tricia Bayne, Tom Hudson, Gerren Lamson and Shelly Leyden. Each contributed to a brand identity for the VAC that captures the energy of the space and the artistic exploration and collaboration of the community.

"The VAC was a great exercise for the creative team, and an example of what we do best: building something unique for creative hearts and minds," says Adrian Taylor, Springbox group creative director. "The Springbox creative group looks forward to more team projects that will extend their talents to the Austin area."