Cultural Caravan
An identity as joyful and far-reaching as the music itself.
Cultural Caravan approached us to create an identity that felt close to their current brand, to maintain recognition, but the evolution needed to articulate the world-class nature of their offerings, as well as the innovative and unconventional nature of their programming in a unified, cohesive look.
POSITIONING & MESSAGING
BRAND IDENTITY
LOGO DESIGN
CUSTOM WEB DESIGN & DEVELOPMENT
PRINT COLLATERAL
Community Makes the Culture
Culture Makes the Community
2. imagine
The Cultural Caravan is grounded in the belief that diverse world-class artistry should meet people where they are-without compromising depth or quality. Their concerts dissolve traditional barriers between artist and audience, and are often framed by storytelling, conversation, and food that help tell the story of performers.
The Caravan has been integrating high-level performance into Boulder County-activating parks, bookstores, libraries, cafés, galleries, and underserved public spaces through curated pop-up concerts as well as world-class MainStage experiences. A new brand needed to stay familiar to supporters, but uplift and clarify their identity across mediums.
immerse
After a collaborative and hands-on Collective Intelligence Workshop, where we got to hear from the team about what was working and not working and facilitate a deep dive into the why behind their re-brand, we kicked off moodboard explorations, allowing us to begin to uncover the direction for the new identity.
LOGO
The Caravan wanted to keep the connection to their current logo, for recognition sake. The evolved icon maintains the nested “C” monogram of the original design, removing the central dot for more playful openness. This places more visual emphasis on the curved shapes, which can be read as audience, community, and sound waves. The C’s rotate around a central axis, conveying the dynamism and aliveness of the Cultural Caravan’s programming.
COLOR PALETTE
Vibrancy and diversity are at the core of the Cultural Caravan palette. Six bright colors convey the variety of the musical offerings from around the world, as well as the diversity of the Cultural Caravan’s audiences. Used just three at a time, and paired with the crispness of black or white typography, the vibe is at once elevated, refined, and unexpected.
TYPOGRAPHY
A single font family serves as the Cultural Caravan type palette. Suiza is a contemporary sans-serif typeface that combines versatility with a rational, modern character. Rooted in the Swiss typographic tradition of the 1960s, it blends classic precision with a fresh, dynamic sensibility. Suiza harmonizes both geometric clarity and functionality with the warmth and expressiveness of Latin design. Featuring 18 weights and rigorous construction, it functions as both an accessible workhorse, and stylish vehicle.
GRID
One visual that guided our creative process was the Caravan moving through the community, lighting up venues and audiences with their incredible offerings. The grid was created to express this idea of movement, and the connectivity of a caravan.
The 10° angle matches the angle of the italics in our typeface, Suiza and extends to build a trapezoid grid system that underlies all layouts. Colored trapezoids and photo connect and unfold dynamically, in the way that the Cultural Caravan’s events and concerts are woven throughout the Boulder County community. The grid is a base for a patchwork pattern that expresses the exuberance and diversity of the Cultural Caravan’s artists and audiences.
3. implement
Writing: Jeff Schuller
Web Development: Adrienne Palmiere
Design Contributor: Sam&Mark
Typography: Alan Green