The New England Foundation for the Arts (NEFA) contacted us about developing a name and logo for a new website initiative aimed at creating a common database of New England’s Creative Community – the site would be a significant enhancement to the role that NEFA plays in creating opportunity for collaboration in the Creative Economy.
NEFA had been unsuccessful internally naming the new initiative. They sought our help in providing process and design guidance. A significant and diverse set of constituents were involved in the ultimate decision-making process, so it was important to break down the steps into visible components that could be reviewed and examined again and again.
Studio Two worked with NEFA principals on establishing the taxonomic breakdown of all the possible words, phrases, prefixes and suffixes that could be found. We began an interative process of combining and deconstructing these elements into compelling names for the initiative. As an available URL, we landed on CreativeGround.org, and began work on the logo, typography and related elements of the core identity—providing a final brand system that will enable NEFA to roll out this important new tool across all media.