Virginia Tech needed a fresh brand identity for its new $100M Center for the Arts, established as the region's go-to destination for cultural exposition, while also allowing a new breed of collaborations between the foremost scientific and artistic minds.
The brand had specific needs to exhibit the many perspectives that combined to form its identity. The ideas of collaboration and intersection inform the look and feel, from the gestural "V" and "A" mirroring each other in the logo, to the juxtapositions of texture, photography and geometry.
A new organizational model in ICAT (Institute for Creativity, Arts and Technology) was created, a research institute within the CFA where artists, designers, engineers and scientists come together in a living laboratory that fosters creativity and innovation.
This sub-brand of the CFA was fit for conveying more experimental and technological outcomes, as literally anything was possible here.
An interface was created that would allow for "Live Look-ins" of the various research and performance spaces within ICAT. Here, one could actually see the breakthroughs in art and science as they happen.