Rebranding the foundation supporting visionary artists

Creative Capital Foundation is a nonprofit organization centered on uplifting individual artists in all disciplines who are seeking to create new, innovative work. The foundation’s transformative grantmaking model has three areas of artist support: unrestricted project grants, bespoke professional services, and community-building opportunities. Creative Capital’s unconventional approach has not only supported over 1,000 artists to fully realize their visions, it has also changed the arts ecosystem as a whole.

As Creative Capital Foundation approached their 25th anniversary, they invited Madeo to collaborate on reimagining their brand identity and website. Together, we worked to develop a brand that reflects the bold, inclusive spirit at the core of their mission, as well as their deep commitment to supporting boundary-pushing artists.

“We thought, what if we turn the logo into a dynamic call-to-action? The logo expands to ‘Creative Capital — For Artists’, reflecting Creative Capital’s support for artists and invites us all to join in advancing that mission.” said Ramy Nagy, Madeo’s Founder and Creative Director.

Each word stacks in a modular, flexible design that represents Creative Capital’s stable yet expansive support for artists. The animation of the logo shows the words physically coming together, referencing the unique collaboration and sense of unity among our community of artists. There are a number of other ways the identity and website centers artists, such as an energetic color palette inspired by the variety of artists’ disciplines.

Our teams also partnered on a new website that brings Creative Capital’s resources, opportunities, and awards to the forefront. The website works as a highly flexible system, balancing the new, energetic colors with a photography-driven approach that lets artists’ innovative projects take center stage on key pages.

The new website becomes an easy-to-use hub for accessing learning opportunities, financial resources, professional development curriculum, and learning more about their community of artists. Paired with the new brand identity, Creative Capital is able to reaffirm their commitment to championing artistic freedom as they continue to create new opportunities and uplift more artists than ever before.