Creative Growth
An identity for the next 50 years
Creative Growth is an organization devoted to the self-aware evolution that is every artist's journey. This year it celebrates its fiftieth anniversary as well as its first major art acquisition by a museum with an accompanying show at SF MOMA. Amidst this exciting time of change, JMS partnered with Creative Growth to undertake a thorough brand positioning sprint. We spent time with stakeholders at every level of the organization to understand the brand through their eyes- from personal anecdotes to specific pain points they hoped to solve for. Our interviewing process often happened onsite —- where the energy of the studio was palpable- lending a spontaneity to the conversations, and peppering our interviews with the vibrant internal culture that makes Creative Growth so unique.
JMS set to work, helping Creative Growth grapple with a changing narrative and identity- as we asked fundamental questions that dove deep into the organization’s rich cultural heritage such as:
How do you honor a legacy without resting on it? How do you inhabit a dynamic present and harness a new cultural resonance while being responsible stewards? What does it look like to ensure the future of an organization?
JMS built out a new creative identity to capitalize on Creative Growth’s new legacy in the art world. In so doing we looked to expand on a sentiment expressed eloquently by longtime Creative Growth executive director, Tom di Maria:
So how are we changing art history? How are we changing who artists can be in our culture?...We often don't see what’s important in the moment [because] we're in the middle of it, and I think we're in the middle of one of those moments. So, that’s really exciting, to be at this place where we change who the cultural leaders of our artistic world can be.”
Tom di Maria
Executive Director, Creative Growth
Art is a melting point for culture- it’s a barometer for progress. As such, Creative Growth stands tall as an organization dedicated to change. JMS is honored to be part of this enduring legacy.
