Evolving a Legacy Arts Brand

With over a century of influence, Arrowmont is one of America’s most storied schools of arts and crafts. As they marked 80 years as a formal institution, we were tasked with reimagining the brand—honoring its legacy while designing for the future. We developed a new brand strategy, refined the core visual identity, and built a flexible design system that could adapt across audiences and channels.
At the heart of the new system is the Arrowmont “Alpha,” a foundational symbol intended for reinterpretation. Artists are encouraged to create their own version of the Alpha, reinforcing a brand that is both deeply personal and inherently collective.
Supporting this is the concept of the “mindspace of the artist”—a modular design philosophy that informs brochures, presentations, and digital communications. Each piece is composed using custom textures, tools, and elements layered into background, midground, and foreground—visually echoing the creative process itself.