A challenging and evocative Brand Platform was developed to encapsulate the intent of this dynamic destination and the provocative art that extends beyond its walls. This was articulated through the deceptively simple Brand Idea: “Cultivating the Provocative. Provoking the Culture.” This idea served as the guiding light for the rebrand.

The new identity proudly draws inspiration from the building itself, elevating it to its rightful place as the city’s “Agnostic Temple dedicated to The Now and its Stories.” The building’s arched entrance—through which people, ideas, and creativity flow in and out—became the perfect metaphor for the connection, support, and protection PICA offers to contemporary arts practitioners. The cornerstone of the identity is the wordmark, a distinctive piece of custom typography inspired by the old school’s architecture, with each glyph’s dimensions reflecting the unique entrance tower.

The resultant brand world created by Block is elegant, functional, layered, textural, and avant-garde; it is authentically and enthusiastically PICA. After all, “Art Lives Here.”