A Passionate Bunch
Arts Whistler is a registered charity established in 1982 with the goal of promoting arts and culture. They advocate for the arts, local artists, and the local community, providing opportunities for people to have access to bold, inspiring, and engaging experiences in the arts community.
Whistler Arts Council started their mission in 1982, and although a lot has changed since then, their passion for arts and culture has remained as strong as the surrounding mountains. In May 2016, Whistler Arts Council was rebranded to Arts Whistler. The organization’s new brand aligns with its own strategic change in late 2015, with the cultural evolution that Whistler is experiencing and with the resort’s collaborative approach. At the same time, a new website was needed in order to effectively update the brand.
Arts Whistler's branding guidelines were ready prior to our project start. Items like tagline, tone of voice, mission statement, logo, colours and text typography were already decided by the branding agency. Therefore our main objetive was to translate all this information into visual assets on an interactive media in order to properly communicate the personality of Arts Whistler's new brand.
Brand Values and Tone of Voice
Whistler is a vibrant resort community where arts, culture and heritage are essential. Arts Whistler demonstrate Integrity and leadership in all they do—creating a respectful, empowered and trusted team that is:
Bold: Brave, creative and impactful.
Inspired: Fun, passionate, happy and creative.
Engaged: Welcoming, accessible and collaborative.
The website's tone of voice needed to be:
Welcoming, accessible, and collaborative.
Friendly, inclusive, supportive, encouraging.
Not too soft, not trying to please everyone. True to their mandate and vision.
Also, the website needs to cover doubts that visitors will have about Whistler's events, workshops, galleries such as "Which galleries should I go to? Where can I display my art? How can I get involved in the arts in my community? Can I rent the theatre? Can I host my event at the arts centre? How can I get my business involved with the local arts scene? How do I become a member? How do I donate? Where can I buy art? Where can I find an artist to commission some work? [...]"
Credits
Art Direction and Design Strategy
Ifen Wang
Graphic Design
Marcos Duda & Ifen Wang
Produced by
Graphically Speaking Services Inc.
