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A Vidi Case Study

United Arts

Rebranding the champion for the arts.

What They Saw
When a community’s creativity finds its voice, the whole region starts to sing.
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When they approached Vidi for a rebrand, the goal reached beyond design. It was about redefining their role—from funder to cultural connector—and reigniting a shared creative identity across Central Florida’s diverse and evolving arts community.
Research & Cultural
Immersion
Brand Strategy & Identity
Organizational Rebrand
Website Redesign
Editorial Design System & Toolkits
Integrated Launch Campaign
Brand Governance & Leadership
Brand Challenge
Elevating from ambassador to champion
United Arts had the credibility, partnerships, and funding capacity of a major institution, but its brand no longer reflected the evolving cultural energy of Orlando and its neighboring communities.
Public awareness was limited to legacy audiences. Newcomers, independent artists, and younger patrons often viewed the organization as “establishment” rather than movement. To reposition the brand, Vidi needed to immerse itself in the full cultural context—not just institutional narratives, but the grassroots pulse of the community.
Vidi began with immersion—our studio’s intentional process of understanding an organization’s surrounding culture before shaping its story. Over the course of three months, we observed the living, breathing rhythm of Central Florida’s arts scene.
We attended programs, participated in United Arts’ strategic planning retreat, engaged partner organizations, and spoke directly with community stewards—from coffee shop owners who anchor Orlando’s creative circles, to the founders of local, street-recognized studios that embodied the city’s cultural edge.
We also met with internal leaders and board members to understand the organization’s aspirations from the inside out. Through this process, we uncovered the disconnect between how United Arts saw itself and how the community experienced it. Bridging that divide became our focus. The work culminated in a Vision Workshop—Vidi’s signature discovery experience defining aspirational culture.
Together, we envisioned a future and designed a brand identity that enabled United Arts to embody Central Florida’s creative spirit—accessible, connected, and bold enough to lead from the center of culture.
"The branding process really launched our organization from transactional into transformational."
Jennifer Evins
President & CEO
United Arts of Central Florida
What We Saw
Branding the Champion for the Arts
Vidi reimagined the organization’s brand and communications system around a core idea—“Make Art Thrive.” The region-wide launch campaign spanned digital, print, and public spaces—billboards, bus wraps, and murals brought art back into Orlando’s streets, while a redesigned website and Arts Calendar made cultural events more accessible than ever.
To strengthen the brand’s visual storytelling, Vidi directed multiple photo and film productions featuring local artists across diverse mediums. We also built a regional photo bank sourced from partner organizations, establishing systems for media access and permissions to expand United Arts’ imagery library.
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Behind the scenes, Vidi advised on brand architecture, publication systems, and the rebranding of Orlando Arts Magazine into Artistry—producing integrated campaigns that renewed United Arts’ visibility and leadership within Central Florida’s arts community.
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The project was recognized for impact and creative excellence, winning 18 awards.
Where They Are
Making Art Thrive
Three years later, United Arts continues to expand its reach and resonance. Its annual Collaborative Campaign for the Arts has grown each year, raising a record $10 million in 2025—the highest total in the organization’s history. The rebrand unified stakeholders under a shared vision for Central Florida’s cultural future and amplified the visibility of local artists, institutions, and donors alike.

Since the rebrand, United Arts has:
  • Increased year-over-year fundraising totals through a revitalized Collaborative Campaign model
  • Successfully launched a region-wide marketing campaign spanning digital, OOH, and activation channels
  • Redefined its brand architecture across publications, programs, and products to unify its portfolio
  • Redesigned its website and Arts Calendar, making cultural participation more accessible to the public
  • Elevated brand visibility and cohesion across partner organizations and media outlets
  • Established an editorial system that continues to evolve with new creative theming and campaign cycles
What began as a branding initiative has become a lasting cultural movement. Today, United Arts stands not only as a funder, but as a convener—a living expression of Central Florida’s creative spirit, shaped by the community it serves and the culture it continues to inspire.
United Arts Intro Visual
President & CEO
We incorporated film, motion, photography and design to enhance the visual language of United Arts, influencing how it communicates across platforms including social media, storytelling, collateral pieces, and interior design.
Building New Foundations
by Creating Brand Artifacts
When the goal is to move culture, it’s important to create cultural artifacts that serve as an authentic bridge between your organization, its core values and vision. We created and produced the United Arts Culture Book as a brand artifact to signify the organization’s turning point from transactional to transformational.
President & CEO
Crafting a Unifying Message
‘Make Art Thrive’ became the brand’s inspiring rallying cry to express United Arts’ rejuvenated purpose. And it served as the core idea driving a fully integrated awareness campaign that incorporated media via digital, OOH, and redesigns of their cultural calendar and regional publication.
United Arts Artistry Magazine Spread Cocnept
What do you see?
Let's find out together.
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Vision
Inspiration
Legacy
Vision
Designed.