A radical Redesign signals a new alliance

Client: Alliance for the Arts, Lee County, Florida | Industry: Non-profit, Arts
Our Work: Logo and Brand Re-design, Launch Presentation
Result: A re-energized community and membership base, ready to face the next 40 years and


The Alliance for the Arts was founded in 1975 to foster the growth of local visual and performing arts across Southwest Florida. With programs, classes, and events for adults and children, as well as community activities and outreach, the Alliance for the Arts significantly enhances the quality of life and business in our region.    

“After trying unsuccessfully to tackle this project ourselves, once we began working with Be Brilliant the process picked up pace immediately and had a clear vision.
— Lydia Black, Executive Director, Alliance for the Arts

As the Alliance marked its 40th anniversary, the Be Brilliant team was asked to design a new logo and brand identity to help carry the organization into the future. The new logo needed to stand for a strong sense of community, be contemporary and future facing, and represent the playful, fun, and unique experiences members and visitors enjoy at the Alliance for the Arts. We wanted to respect history even as we looked to the future. That meant designing a new logo that was evolutionary rather than revolutionary. 

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inspiration & Design

We started with a review of input from stakeholders, focus groups and member surveys. We also looked at ideas from the staff and board members, and researched other arts-related logos to spot trends and identify what was dated and to be avoided.

Recognizing the importance of building on the established Alliance history, we considered what we could retain from the existing logo. Starting with the main shape of the existing logo, we widened and simplified the elements to create a more contemporary, architectural appearance.  

We combined this formal structural shape on the right in a way that embraces the expressive and energetic shapes on the left. 

Launching the new logo

Brilliant Lens supported  the Alliance with a logo launch presentation. We were thrilled to share the stage with our client, executive director of the Alliance for the Arts, Lydia Black, to help her introduce the new logo. By creating a presentation that told the story behind the new logo, we helped fuel excitement for the launch and garner the positive reception the Alliance team expected.
(To watch a clip from the launch presentation, click below.)

Logo Launch Presentation by Bryon McCartney, Be Brilliant Marketing


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