Issuu

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

project book

revive the urban core

TABLE OF CONTENTS

Sections project organization

1.0: research, 6 Creative Brief, p.8

3.0: standards, 32

Identity, p.34

Company Profiles, p.10

Print, p.40

Target Audience p.12

Web, p.46

SWOT Analysis, p.13

Motion, p.48

Research Paper, p.14

Promotionals, p.48

2.0: process, 16 Moodboard, p.18 Graphic Toolbox, p.20

4.0: solutions, 52

Print p.54

Web p.60

Logo Concepts, p.22

Motion p.62

Print Concepts, p.24

Promtionals p.64

Web Concepts, p.28

Motion Concepts, p.30

Artist Core Initiatives | Project Book

5.0: closing, 66 Meet the Designer, p.68 Thank You, p.69

table of contents

section 1.0

research

Creative Brief, SWOT Analysis & Paper

1.1 Creative Brief project implementation

Project Name

Message → → →→ → Theme →→→ → Live. Create. Exhibit.

→→ Brand Positioning

The revival of The Urban Core is a current industry trend with potential long-term growth. As means of self-preservation, service projects are implemented to promote gain

→→→

→→→→→ →→→

→→

Project Goals

→

To advocate the creation of an Arts District in Downtown Jacksonville.

Clients Downtown Vision, Inc. and the Cultural Council of Greater Jacksonville

→→→

Artist Core Initiatives

exposure, raise funds and network

Objective

with potential sponsors, fellow local

Downtown Vision and the Cultural

citizens and tourists.

Council will work with the City of Jacksonville Planning Department create

→→ →→

a campaign called Artist Core Initiatives using both print, web and motion.

section 1. 0: research

Artist Core Initiatives | Project Book

Key Tenets

→→→→

→→→

→

Cultural • Progressive • Jacksonville

Call to Action

Visit www.artistcorejax.com.

→→→

Benefits Feasibility of Living/Working Space in the Downtown Area • Partnership of Downtown

→→→ →→ →

Property Owners • Collaboration of Local Entities

Creatives: Artists, Arts Businesses Sponsors: Privats Donors, Organizations Commerce: Downtown Property Owners Residents: Current & Prospective; Surrounding Neighborhoods:

→ →→

Riverside, San Marco, Springfield Hipsters: Patrons, Arts & Culture Enthusiasts,

Success of the campaign will be measured by increased residential expansion in Downtown Jacksonville.

→

Clubs/Tribes

→

Success

Communication Branding • Website • Print Advertisements & Promotionals • Web Banner • Motion Graphics

Social Media

Artist Core Initiatives | Project Book

section 1. 0: research

1.2 Company Profiles partnering organizations

The co-operation of local entities working together ensures greater transparency and creative solutions.

downtown vision, inc.

V I S I O N

Vision & Mission Downtown Vision, Inc. is

Arts projects The presence of the arts

Earlier this year, Downtown Vision released its

a not-for-profit 501(c) 6 organization whose sole

in the Urban Core is increasing, thanks in part to

advocacy position paper entitled Turning the Corner:

mission is to promote downtown as an exciting place

Downtown Vision’s First Wednesday ArtWalk and

Rethinking and Remaking Downtown. Initially, grand

to live, work, play, and visit. “Downtown Vision, Inc.

Off the Grid galleries. Launched in 2003, artists

sums of money were spent on capital projects,

(DVI) is the Downtown Improvement District (DID)

and musicians exhibit and perform in buildings

which are now halted by the current economic crisis.

downtown during the first Wednesday of every

Also, the successful ventures of urban revival exist

month. Created from the success of the ArtWalks,

primarily on the outer edges of the river. The focus

the Off the Grid marks the beginning of Downtown

has now been shifted to building up the Urban

Vision’s collaboration with the Cultural Council of

Core from its central area then move towards the

Greater Jacksonville. This project made possible the

riverbanks, with residential development being its

partnership of artists and property owners to revamp

ultimate goal for success.

for Downtown Jacksonville. The organization was formed in 2000 at the request of property owners in The Urban Core to provide enhanced services within the district” (Downtown Jacksonville, 2010). The DID spans a 90-block neighborhood in which area property owners provide funding and become partners. Surplus funds are used by the organization for self-preservation, expansion and other services.

DOWNTOW N

section 1.0: research

vacant spaces into pop-up galleries.

Artist Core Initiatives | Project Book

cultural council of greater jacksonville

of Greater Jacksonville

Focus on Residential Reuse.

constraints and using available resources. As way to

Deparatment. Entitled the SPARK Plan, this

We must repurpose derelict structures

promote residential influx, Downtown Vision created

ongoing project will focus in strategic phases

by converting them to residential use.

the Artist Core Initiatives.

on redevelopment for the Northbank section of

Doing so will not only reduce the

number of vacant and deteriorating

cultural council Acting as a community

years. Using the arts as a revitalization tool, the

structures, but will help create

beacon for decades, the Cultural Council of Greater

Plan combines economic development, housing,

excitement and boost retail in the core.

Jacksonville has been a major promoter of Arts and

transportation, community involvement, and

Downtown Vision believes that adaptive

Culture. Its mission is to advance the appreciation of

maintenance strategies to activate the Northbank

residential reuse is much more likely to

arts and culture by increasing community awareness

Core with human-scale interventions, creative energy,

be successful in the foreseeable

of cultural activities and issues (Cultural Council,

and vibrant streetscapes (Jacksonville Planning

future than office use. (p. 7)

2011). The council provides many arts education

and Development Department, 2011). Financially

programs, and provides opportunities for funding to

supported by the City of Jacksonville, the town’s

artists and other organizations alike.

citizens are witnessing the improvements firsthand.

According to the advocacy paper (2010), Downtown

the Urban Core over a timeframe of the next ten

currently boasts 2,365 residential units. An estimated 10,000 units are projected for instilling

vision for the future In addition to

a healthy, productive urban area. Based on this

organizing the Off the Grid pop-up galleries, both

research, incentives must be offered to prospective

not-for-profit organizations have joined forces with

residents at a lesser cost with tighter time

the City of Jacksonville’s Planning and Development

“A central location, such as Downtown, is the foundation on which a community thrives, and represents its identity as an important city participating in the Nation’s wellness… It is vital for the prosperity of a city that is be culturally sound and central to

References: Cultural Council. (2011). About Us. Retrieved from http://culturalcouncil.org/about/

Downtown Jacksonville. (2010).

What is Downtown Vision, Inc.? Retrieved from http://downtownjacksonville.org/downtown-vision/

Downtown Jacksonville. (2010).

Turning the Corner: Rethinking and Remaking Downtown. Retrieved from http://downtownjacksonville.org/_images/_ documents/Turning%20the%20Corner%20_%20 for%20real.pdf

Downtown Jacksonville. (2010).

What is Downtown Vision? Retrieved from http://downtownjacksonville.org/downtown-vision/

Jacksonville Planning and Development Department. (2011). Creating the SPARK: A Redevelopment and Cultural Plan for the Northbank Core.

the public and the Arts.” —Amy Crane, Deputy Director, Cultural Council of Greater Jacksonville

section 1. 0: research

1.3 Target Audience demographics

& survey

The target audience for the Artist Core Initiatives consists of artists residing in Jacksonville, FL and the Beaches, who have the interest of obtaining either living or working studio space.

Area Zip Code: 32202 Target Age: 18–54, Male and Female, Married or Single; With and without disposable income. 18–24: 16% 25–34: 22% 35–44: 16% 45–54: 19% Race: 84% White, 5% Black, 7% Hispanic, 4% Asian/Pacific Islander, 5% Other Medium Income: $50K; Under $25K: 28% $25K–$49K: 28% $50K–$74K: 19% $75K–$99K: 13% $100K and Higher: 12%

section 1.0: research

Individual Artists: 94% Full-time Artists: 39% Part-time Artists: 41% Student Artists: 20%

• 79% Likely or Very Likely to rent or buy in Downtown if units are available within next 3 years • Downtown was the most preferred locations for new living/working space

Business or Organization: 6% For-profit Arts Businesses: 57% Non-profit Arts Organizations: 43% survey results: Conducted in August 2010, over 616 artists and arts businesses participated in an online survey focused on living and working downtown. Of the participants surveyed, results were the following: • 37% of artists seeking Living and Working space • 33% of artists seeking Dedicated Work studio space

References: Urban Focus, LLC. (2010).

The Artist Core Initiative Artist Survey. Retrieved from http://unf.qualtrics.com/ SE/?SID=SV_424q4xMxePXQkfy&Q_SDID=SD_ cYlhFDhjHbKLQry&SVID=

Urban Focus, LLC. (2010).

The Artist Core Initiative Artist Discussion. Retrieved from http://www.elemental.name/

Artist Core Initiatives | Project Book

1.4 S.W.O.T. analysis

& grid

strengths

weaknesses

Company longevity; Core values • Strong background in art • Strong presence in the community (Social Media) • Unprecedented initial success • Beautiful historical and renovated downtown property • Partnership with other city entities

Downtown Vision is a new business • Do not have a detailed plan for the new project; Lack of website • Solely rely on donations • No consistency of social events to generate traffic all month long • Negative reservations due to Downtown’s decline from years past

opportunities

threats

Continue involvement in charities and community • Development of permanent services • Emergence of commerce, nightlife, shopping, learning centers • Yearly events: football, festivals • Current economic states calls for more affordable housing in Downtown Jacksonville

Decreased interest/enthusiasm for the Downtown area • Weather: Rain, Summer heat, etc. • Economic downturn (recession); potential lack of funding • Revitalization projects of nearby neighboring communities • Attraction to further developed Florida cities (Orlando, etc.)

Artist Core Initiatives | Project Book

section 1. 0: research

1.5 Research Paper what is artist core?

Objective

abstract Since 2000, not-for-profit

key benefits So who benefits from having an

organization Downtown Vision, Inc. has been

Arts District in the Urban Core? Everyone. Studies have shown that the arts provide economic stability

Jacksonville. However, the objectives created by its

and give their respective cities cultural identities.

the reader about the campaign for Artist

board of directors are still a work in progress. Earlier

Although capital projects have been postponed due

Core Initiatives and explain its benefits.

this year Downtown Vision released its advocacy

to the current economic crisis, the creation of an Arts

paper, complete with a list of suggestions to help

District would be a stimulus for the development of

steer the direction of future projects. Residential

commerce and business.

development was described as being the key to

Often, it is advantageous for local

downtown progression. Based on its success

governments to attract artists by

partnering with the arts in public events, Downtown

designating an art district in downtown

Vision is implementing the Artist Core Initiatives to

areas. This leads to the rebuilding and

promote Downtown Jacksonville’s first Arts District.

re-habitation of previously undesirable

areas. (Economic Impact of the Arts in

Jacksonville Survey pgs. 3, 4)

→→

aggressive in its mission of expansion in Downtown

The purpose of this paper is to inform

→→→ →→→

Although the project is being spearheaded under the direction of Downtown Vision, the organization is collaborating with the Cultural Council of Greater

Having an Arts District in Jacksonville would also

Jacksonville and the City of Jacksonville. Research

produce a rippling effect through audience spending.

is being conducted to determine the potential

“Businesses that cater to arts and culture audiences

interest amongst artists that might consider living

reap the rewards of this economic activity.”

and working in the Downtown area. The Artist Core

(American for the Arts, 2007).

Initiatives campaign is in its early formative stages, and lacks a clear detailed plan of action. Under

history of jacksonville

the project, artists would be eligible to obtain a

The promising Northeast Florida city of Jacksonville

residency to reside in one of the newly renovated

is in need of downtown revitalization. After its land

historic lofts and apartments. Artists would also be

consolidation in 1968, Jacksonville underwent

able to purchase or rent studio space. In addition,

a dark period. The city government was marred

downtown property owners would work with the

with equal parts corruption, mismanagement and

city to promote and sell prospective residential and

lackluster vision. “The national popularity of shopping

business ventures.

malls and suburban housing led to the decline of Downtown in the 1970’s and early 1980’s, drawing

section 1.0: research

Artist Core Initiatives | Project Book

“What inspires me now is the potential of Downtown… A national shift towards urbanization has focused attention on these once depressed areas. I want to be be part of the action and make a contribution to the revitalization of the Urban Core.” —Joey Marchy, Urban Jacksonville blog creator and artist residents and consumers further from the center of

residency near the galleries would stimulate retail,

linked to its parent company’s core values in order

the Urban Core” (Downtown Jacksonville, 2010).

resulting in a thriving, self-sustaining Urban Core.

to make a connection with the target audience. The

Downtown Jacksonville became a victim of rampant

campaign will be implemented through a combination

crime, homelessness and panhandling, dilapidated

This new campaign is symbolic both of Downtown

of identity and branding, the Internet, print marketing

buildings and dried up commerce.

Vision’s new focus to revive Downtown Jacksonville

and grassroots advertising campaigning. This

and the city’s recognition of its artist community.

combination ensures that the target audience can

Throughout this downward trend, Jacksonville

The visual design and content of this campaign will

be effectively reached while operating within the

maintained an active arts community. The heart of the

operate individually from Downtown Vision, yet be

organizations budgetary limits.

Urban Core is home to the Museum of Contemporary Art Jacksonville (MOCA Jacksonville, 2010). “As of January 2008, Jacksonville’s local statistics report that the city supports 1,464 arts related businesses, which employ 8,128 people” (Muraco, 2008). Since 1977, city planners and officials started researching ways to revive Downtown Jacksonville. Every elected

References: Americans for the Arts. (2007).

Arts and Economic Prosperity III. Retrieved from http://www.americansforthearts.org/action_areas/ research.asp

mayor has since launched a project profitable to urban longevity. In his budget address, current mayor John Peyton stated that Downtown is the city’s smartest investment (Peyton, 2010).

conclusion The Artist Core Initiatives campaign project seeks to offer artists a more proactive hand in downtown development. Its mission is to promote and appeal to the target audience of artists residing in Jacksonville and the Beaches. If successful, artists for the first time will be able to rent living and working studio space in Jacksonville and exhibit which makes a unique selling position. The arts are a powerful staple for bringing commerce and culture to the city. As artists begin moving their galleries downtown, increased

Artist Core Initiatives | Project Book

Bauerlein, D. (2010 January, 27).

Peyton turns focus to artists community with downtown Jacksonville development plan. The Florida Times-Union. Retrieved from http:// jacksonville.com/business/2010-01-27/story/ peyton_turns_focus_to _artists_community_with_ downtown_jacksonville_develop

Cultural Council. (2008).

Economic Impact of the Arts in Jacksonville Survey. Retrieved from http://culturalcouncil.org/support/ economic-impact

Downtown Jacksonville. (2010).

History [of Jacksonville]. Retrieved from http://downtownjacksonville.org/about-downtown/ overview-and-history/

Downtown Jacksonville. (2010).

Turning the Corner: Rethinking and Remaking Downtown. Retrieved from http://downtownjacksonville.org/_images/_ documents/Turning%20the%20Corner%20_%20 for%20real.pdf

Downtown Jacksonville. (2010).

What is Downtown Vision? Retrieved from http://downtownjacksonville.org/downtown-vision/

Marchy, J. (2010 February, 1).

5 Reasons Why Pop-Up Art Galleries Are Good for Jacksonville. Urban Jacksonville. Retrieved from http://www.urbanjacksonville.info

MOCA Jacksonville. (2010). About the Museum. Retrieved from http://www.mocajacksonville.org/about

Muraco, J. (2008 April 15).

The Investment Case for the Arts. 2008 Art Awards Keynote Message. Retrieved from http:// culturalcouncil.org/support/economic-impact

Peyton, J. (2010 July, 14).

Fiscal Year 2010/2011 Budget Address. Retrieved from http://www.coj.net/NR/rdonlyres/esbmmenbm lc3axyl6pgltltvpjbtnbvxscvubs5ml37yucztkqff5ipwpj uoebgogswpu7wfboas2swy7gof6qbsu7c/2010-0712+FY+11+Budget+Address.pdf

section 1. 0: research

section 2.0

process

Sketches, Comps & Storyboards

2.1 Moodboards preliminary versions

This moodboard experimented with neutral colors and earth tones. Images were selected that had a slightly gritty texture. Ultimately, the decision was made to go with a color palette that was more bold and regionally based.

Fonts: Head: Bebas Tagline: Museo Body: Museo Sans

Keywords: textured, storytelling, gritty, realistic, cultural, earthy, neutral, interesting, complementary, rebirth

Style 01: Urban Revival

Colors: RGB: 179, 90, 42 Pantone: 1605C

RGB: 201, 101, 87 Pantone:

RGB: 215, 215, 205 Pantone: 7534C

RGB: 75, 138, 141 Pantone: 7475C

RGB: 193, 205, 35 Pantone: 390C

RGB: 0, 72, 58 Pantone: 3308C

The co-operation of local entities working together ensures greater transparency and creative solutions.

section 2.0:

process

Artist Core Initiatives | Project Book

This second moodboard expresses a lighter, organic approach in aesthetics. The soft, muted colors however proved not to be engaging or stand out enough.

Fonts: Head: Neutraface Tagline: Antipasto Body: Acens

Keywords: bright, soft, clean, creative,organic, artsy, curilinear, illustrative, playful, living

Style 02: Light & Airy Lifestyle

Colors: RGB: 251, 187, 143 RGB: 255, 225, 186 RGB: 226, 237, 195 Pantone: 163C Pantone: 155C Pantone: 365C RGB: 147, 212, 209 RGB: 108, 173, 223 RGB: 253, 248, 214 Pantone: 7464C Pantone: 284C Pantone: 607C

This final moodboard features the most dynamic combination of colors and images and became the foundation build upon was the final standards. Bold and contemporary, vibrant images of the city and its inhabitants are used to convey the lifestyle. The playful colors work well and reflect palettes that have been used for advertising in Northeast Florida.

Fonts: Keywords: Head: Britannic Bold youthful, bold, vibrant, layered Tagline: Futura Std contemporary, exciting, moving, Body: Futura Std contrasting, dynamic, energy

Style 03: Colorful meets Edgy

Artist Core Initiatives | Project Book

Photos provided courtesy of Getty Images and Stock.XCHNG.

Colors: RGB: 75, 0, 73 Pantone: 262C

RGB: 158, 0, 93 Pantone: 234C

RGB: 255, 150, 7 Pantone: 1495C

RGB: 184, 213, 43 Pantone: 382C

RGB: 40, 198, 245 Pantone: 306C

RGB: 15, 96, 175 Pantone: 2935C

section 2. 0:

process

2.2 Graphic Toolbox design elements Downtown Vision, Inc. Presents Artist Core Initiatives

live. create. exhibit. PROJECT SYNOPSIS

HEADLINES & TAGLINES

keywords

Artist Core Initiatives is the latest project of a

Revive The Urban Core!

Progressive, Cultural (Urban Core), Jacksonville

not-for-profit organization called Downtown

Berthold Akzidenz Grotesk, 16pt.

Vision, Inc. Implementation of this project will Jacksonville, Florida. The success of this project

Creativity, Partnered With Action

will strengthen the city’s partnership with the

Museo 700, 18pt.

Arts and facilitate residential expansion. As a

Live. Create. Exhibit.

foster the creation of an Arts District in downtown

result, artists would be able to purchase or rent studio and living spaces at affordable prices. Artists living in the downtown area will provide an Arts and Cultural experience through exposure and interaction with tourists, including local residents and neighboring cities. Its added benefit is enhanced Cultural Diversity and economic inducement.The campaign’s focal point and theme is “live. create. exhibit.”

Edo, 16pt.

company logos of Greater Jacksonville

DOWNTOWN V I S I O N

textures

sample body text

Lorem ipsum dolor sit amet, consectetur adipiscing elit. This is a link. Museo Sans, 9pt.

fonts Headline: Berthold Akzidenz Grotesk Tagline: Berthold Akzidenz Grotesk Body Copy: Museo, Museo Slab & Museo Sans Logo & Slogan: Coolvetica & Lowvetica

section 2.0:

process

Artist Core Initiatives | Project Book

CMYK: 25, 0, 10, 0 RGB: 188, 228, 229 Pantone: 7464C

CMYK: 75, 0, 7, 0 RGB: 0, 188, 228 Pantone: 306C

CMYK: 32, 0, 59, 0 RGB: 180, 216, 139 Pantone: 367C

CMYK: 0, 0, 95, 0 RGB: 255, 242, 3 Pantone: 102C

CMYK: 0, 33, 67, 0 RGB: 252, 181, 104 Pantone: 1495C

CMYK: 6, 100, 0, 26 RGB: 174, 150, 7 Pantone: 234C

Artist Core Initiatives | Project Book

section 2. 0:

process

2.3 Logo Concepts sketches

& comps

Designs for the logo underwent several incarnations before developing into the final version. The logos for other service projects operated by the parent company (Downtown Vision) were researched to determine inspiration and aesthetic consistency to follow.

section 2.0:

process

Artist Core Initiatives | Project Book

RTIST LIVE. CREATE. EXHIBIT.

→→→

INITIATIVES

→→→→→→

LIVE. CREATE. EXHIBIT.

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

RTIST

ES V I T A I T I IN IT. E. EXHIB

INITIATIVES

RTI ST

RTIST

live. create. exhibit.

INITIATIVES

LIVE. CREATE. EXHIBIT.

LIVE. C

LIVE CREATE EXHIBIT

RTIST

INITIATIVES

LIVE. CREATE. EXHIBIT.

REAT

RTI ST LIVE. CREATE. EXHIBIT.

Artist Core Initiatives | Project Book

LIVE. CREATE. EXHIBIT.

RTIST INITIATIVES

LIVE CREATE EXHIBIT

INITIATIVES

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

section 2. 0:

process

2.4 Print Concepts sketches

billboard

poster

section 2.0:

process

magazine ad

Artist Core Initiatives | Project Book

bus shelter

Artist Core Initiatives | Project Book

magazine ads

section 2. 0:

process

2.4 Print Concepts roughs

Where do I go to find solace? Hemming Plaza.

live. create. exhibit. The Artist Core Initiatives is a collaboration project by Downtown Vision, Inc. and the Cultural Council of Greater Jacksonville to research the possibility of artists living and working in the Downtown area.

Visit www.downtownjacksonville.org for more info.

artist core initiatives

DOWNTOW N of Greater Jacksonville

section 2.0:

process

V I S I O N

Artist Core Initiatives | Project Book

section 2. 0:

process

2.5 Web Concepts sketches

section 2.0:

process

& roughs

Artist Core Initiatives | Project Book

section 2. 0:

process

2.6 Motion Concepts sketches

section 2.0:

process

& storyboards

Artist Core Initiatives | Project Book

web banner ad

Artist Core Initiatives | Project Book

section 2. 0:

process

section 3.0

standards Branding, Print, Web and Motion

3.1 Identity specifications standard logo

grayscale versions

RTIST

INITIATIVES

LIVE. CREATE. EXHIBIT.

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

symbol

INITIATIVES

LIVE. CREATE. EXHIBIT.

The four-sided shape was created to be a contour to the arrangement of the typography and create brand familiarity. It is expressed in turquoise.

type “Artist” is expressed in Coolvetica Regular at 172 pt with tracking at -25, in

This logo functions independently as a project of parent company

all caps in white. The “A” on “Artist” was created at 404 pt. “Core” is

Downtown Vision, Inc. It’s designed to be eye catching and communicate

expressed in Coolvetica Regular at 173 pt with tracking at 10, in all caps in

the creatively of Jacksonville’s artist community. Typefaces were selected

yellow. Yellow is implemented to make the word “Core” stand out.

for their contrasting looks and readability.

“Initatives” is expressed in Lowvetica Regular at 142.5 pt with tracking at 8, in small caps in white. ”Live. Create. Exhibit.” is expressed in Edo at 60 pt

sizing

with tracking at 10, in small caps in fuschia. Tagline must be featured with

This illustrates the dimensions of the logo. The proportions are based on a unit, “C”, which is equal to 173 points.

LOGO color palette

RTIST

the logo at all times.

Both the yellow and turquoise appeal to every gender. The fuschia adds

INITIATIVES

more color dynamism to the logo.

LIVE. CREATE. EXHIBIT.

RTIST

PMS: 306C

PMS: 102C

PMS: 234C

CMYK: 75, 0, 7, 0 CMYK: 0, 0, 95, 0 CMYK: 6, 100, 0, 26 RGB: 0, 188, 228 RGB: 255, 242, 3

RGB: 174, 150, 7

INITIATIVES

C section 3.0:

standards

LIVE. CREATE. EXHIBIT.

C Artist Core Initiatives | Project Book

Specifics

campaign palette

The six selections are bright and cool, bold and interactive and represent the

PMS: 306C

PMS: 102C

PMS: 234C

color usage is essential to maintaining the

CMYK: 75, 0, 7, 0

CMYK: 0, 0, 95, 0

CMYK: 6, 100, 0, 26

unique look and feel of the identity.

RGB: 0, 188, 228

RGB: 255, 242, 3

RGB: 174, 150, 7

“Adventure”

“Vibrance”

“Action”

PMS: 367C

PMS: 1495C

PMS: 2935C

region of Northeast Florida. Consistent

CMYK: 32, 0, 59, 0

CMYK: 0, 33, 67, 0

RGB: 180, 216, 139 RGB: 252, 181, 104

“Clean”

“Playful”

CMYK: 100, 46, 0, 0 RGB: 0, 118, 192

“Stability”

campaign phrases

live. create. exhibit. “Live. Create. Exhibit” is the campaign’s official phrase and logo’s tagline. The three words express the benefits and functions of an Arts District: LIVE (housing), CREATE (studio space), EXHIBIT (culture).

Revive The Urban Core! Jacksonville’s downtown area is officially know as The Urban Core. “Revive The Urban Core” expresses the primary goal objective for Downtown Vision, Inc., which is to promote urban economic revitalization.

Artist Core Initiatives | Project Book

section 3. 0:

standards

3.1 Branding incorrect logo usage Do not use other colors from the campaign palette.

Do not reverse the color of the words.

Do not tilt or rotate the logo* (see below).

Do not reposition the placement of the tagline.

Do not change the logo shapeâ€™s color* (see below).

Do not skew or stretch the logoâ€™s appearance.

*NOTE: Shape can be tilted or change color only when used independently as a design element.

section 3.0:

standards

Artist Core Initiatives | Project Book

Do not use only one color for all the letters.

Do not add a drop shadow or any other effect.

Do not change the shape of the logo.

Do not use lowercase letters.

RTIST initiatives

live. create. exhibit.

Do not change the color of the tagline.

Artist Core Initiatives | Project Book

Do not place on a black background without logo shape.

section 3. 0:

standards

3.2 Typography weights

& styles

Berthold Akzidenz Grotesk: Light

Berthold Akzidenz Grotesk: Super

Museo Sans: 500

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890.,;:!@#$%^&*()

Berthold Akzidenz Grotesk: Regular

Coolvetica: Regular

Museo Sans: 500 Italic

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890.,;:!@#$%^&*()

Berthold Akzidenz Grotesk: Italic

Edo Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890.,;:!@#$%^&*()

1234567890.!

Berthold Akzidenz Grotesk: Medium

Lowvetica: Regular

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890.,;:!@#$%^&*()

Berthold Akzidenz Grotesk: Bold

Museo: 500

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890.,;:!@#$%^&*()

Berthold Akzidenz Grotesk: Bold Italic

Museo: 700

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890.,;:!@#$%^&*()

section 3.0:

standards

Artist Core Initiatives | Project Book

3.3 Graphic Elements images

& textures

e h t e r evivcor e! n u r ba

Artist Core Initiatives | Project Book

section 3. 0:

standards

3.4 Print specifications

Deliverables Magazine Teaser Ad Promotional Mini Ad Poster Billboard Floor Graphics Transit Shelter

images

billboard

CMYK color space | 300 dpi resolution (or better)

10.5 ft. x 22.8 ft. | 37800 px. x 82380 px.

Format: PSD | TIFF | AI | RAW Black and white photos must be converted from

floor graphics

Grayscale to CMYK. Colors filters are allowed.

24 in. x 12 in. | .50 in. bleed, die cut

body copy

7200 px. x 3600 px. | 3 pc. bleed, die cut

Primary: Berthold Akzidenz Grotesk Regular

transit shelter

Alternate: Museo 700

44 in. x 65 in. | .50 in. bleed

headlines

13200 px. x 19500 px. | 3 pc. bleed

Primary: Berthold Akzidenz Grotesk Super

palette

Sub-headline: Lowvetica

CMYK color space or Pantone Spot Color.

Tagline: Berthold Akzidenz Grotesk Bold or Edo

call to action Museo Sans 500 Italic or Museo 700

Magazine 8.5 in. x 11 in. | .50 in. bleed

PMS: 306C

PMS: 102C

CMYK: 75, 0, 7, 0

CMYK: 0, 0, 95, 0

PMS: 234C

PMS: 367C

CMYK: 6, 100, 0, 26 CMYK: 32, 0, 59, 0

2550 px. x 3300 px. | 3 px. bleed

Promotional Ad 4.25 in. x 2.75 in. | .25 in. bleed

PMS: 2935C

PMS: 1495C

CMYK: 100, 46, 0, 0 CMYK: 0, 33, 67, 0

1275 px .x 825 px. | 75 px. bleed

Poster 48 in. x 30 in. | .50 in. bleed 14400 px. x 9000 px. | 3 pc. bleed

section 3.0:

standards

Artist Core Initiatives | Project Book

3.4 Print image usage

& logo placement 2550 px 2250 px

150 px

Lowvetica 22 pt/ 1.83pc

A CollAborAtion With

150 px

of Greater Jacksonville

th e e v i v r e co r e! n u r ba

Berthold Akzidenz Grotesk Super 43 pt/3.58 pc

323 px

3300 px We envision the future and advocate the creation of an arts district for the Urban Core where artists will live and rent studio space, cohesively as one community. Together, artists and Downtown property owners will join hands and actively work to breathe life back into OUR city.

225 px

Museo 700 11 pt/ 0.92 pc

450 px Berthold Akzidenz Grotesk Bold 26 pt/ 2.17 pc

75 px

LIVE

CREATE

EXHIBIT

visit www . artistcorejax . com for more information .

RTIST INITIATIVES

Museo Sans 500 Italic 20 pt/ 1.67 pc

300 px

LIVE. CREATE. EXHIBIT.

Print ad shown at 75%. Artist Core Initiatives | Project Book

section 3. 0:

standards

3.4 Print image usage

& logo placement

A CollAborAtion With

of Greater Jacksonville

t he e v i r ev cor e! r ba n

Lowvetica 9.315 pt/ 0.78 pc Berthold Akzidenz Grotesk Super 26 pt/ 2.17 pc

252 px

live. create. exhibit.

8 px

Edo 12 pt/ 1 pc

488 px

Promoting an Arts District in Downtown Jacksonville

We envision the future and advocate the creation of an arts district for the Urban Core where artists will live and rent studio space, cohesively as one community. Together, artists and Downtown property owners will join hands and actively work to breathe life back into OUR city.

Berthold Akzidenz Grotesk Regular 7.5 pt/ 0.63 pc

825 px Berthold Akzidenz Grotesk Bold 9 pt/ 0.75 pc

FOR MORE INFORMATION VISIT OUR WEBSITE! www.artistcorejax.com

RTIST

179 px

INITIATIVES

Berthold Akzidenz Grotesk Regular 9 pt/ 0.75 pc

LIVE. CREATE. EXHIBIT.

Museo 700 14 pt/ 1.17 pc

311 px

1275 px

Promotional Card (front and back) shown at 100%.

section 3.0:

standards

Artist Core Initiatives | Project Book

3.4 Print image usage

& logo placement

Poster: 10.5’ X 22.8‘ ; 1/2” = 1’ Scale

A CollAborAtion With

of Greater Jacksonville

Lowvetica 44 pt/ 3.67 pc

he t e v r evi cor e! r ba n

21600 px

Berthold Akzidenz Grotesk Super 73 pt/ 6.08 pc

7200 px

37800 px

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

visit www.artistcorejax.com for more information.

Museo Sans 500 italic 36 pt/ 3 pc

Billboard shown at 5%.

Artist Core Initiatives | Project Book

section 3. 0:

standards

3.4 Print image usage

& logo placement

We are a work in progress... creating a cultural experience in the urban core

5222 px

e h t e v i r ev cor e! n a b ur

3600 px

7200 px

providing a community for artists

Berthold Akzidenz Grotesk Super 170 pt/ 14.17 pc

Advertising Floor Graphic shown at 30%.

to live, create, and exhibit floor graphics

section 3.0:

standards

Artist Core Initiatives | Project Book

3.4 Print

WANTED, CU L TUR

& logo placement PI AL

image usage

Berthold Akzidenz Grotesk Bold 180 pt/ 15 pc

A Collaboration With EN

NERED WI

T , PA R

TSPAC

IO CT N PART A

CU L

Live. Create. Exhibit. URAL PI O

S W A N TE D

UR A

L PION E

,CU

N P AR

WI T

R AL

P I ON E EERS E N

H EC

TP A R T O F T EN M T U R A L P I ON

RS W A N T E D CT

GIZE VA C ER

OREWA

ULT

NEE R S E N DC

D C ULTUR TE A L PIO

E WAN

T AN S

Edo 570pt/ 31.25 pc

O F T HE C O R

CE S PA

VEM MO

I T F ALP

E N T PAR T

ATIV ES CRE

ANT AC

revive the urban core! S CRE A

GIZ E V

E ER ERS N

ACAN IZE V

T IVITY

ERG

SPA

13200 px

of Greater Jacksonville

RE D

R SC

E RG

TNE

CA VA N T S PA

N TS

CES

CRE

Berthold Akzidenz Grotesk Bold 198 pt/47.5 pc

TY,

WANTED,CU LTUR ALP ION EER S

ART

MOV

A REW

I ZE

S EER ION ALP THECOREWANTEDCULTUR OF

R NE G

RTIST

DCU

TIVITY

NTE

T OF A

RG IZE

vi s it www . arti stcor e jax . com EE

ION CTP RTT THAT OF O A MO ARTNEREDWIN PA R T N E R E D W I T H A C T I O N P AERVAT FCESACREAM ITY,PVEME TSPA TIVO APAR FVETMEH CANO NTPEC

INITIATIVES

LIVE. CREATE. EXHIBIT.

19500 px

Print ad shown at 75%. Artist Core Initiatives | Project Book

section 3. 0:

standards

3.5 Web specifications

Deliverables Project Website ( Home Page + 6 Inner Pages)

images

palette

RGB color space | 72 dpi resolution

RGB color space

Format: JPEG | GIF | PNG Colors filters not allowed.

body copy

RGB: 0, 188, 228

RGB: 255, 242, 3

RGB: 174, 150, 7

RGB: 180, 216, 139

RGB: 0, 118, 192

RGB: 252, 181, 104

Berthold Akzidenz Grotesk Light & Medium Accent: Museo 700

headlines Primary: Berthold Akzidenz Grotesk Super Tagline: Berthold Akzidenz Grotesk Bold or Edo

navigation Primary: Lowvetica Secondary: Berthold Akzidenz Grotesk Regular

resolution 800 pixels wide x 600 pixels high Single page layout with vertical and horizontal scrolling; JavaScript must be employed

Site pages Homepage Five Inner Pages: About Living & Working (Housing) Off the Grid (Directories) Urban Core Northbank Map

section 3.0:

standards

Artist Core Initiatives | Project Book

3.5 Web image usage

& logo placement

3p0

93.357 px

3p0

433.453 px A Collaboration With

Lowvetica 14 pt/ 1.17 pc

of Greater Jacksonville

Lowvetica 20 pt/ 1.67 pc

240.026 px Berthold Akzidenz Grotesk Bold 11 pt/ 0.92 pc & Museo 700 10 pt/ 0.83 pc

17.977 px Museo 700 13 pt/ 1.08 pc

Museo Sans 500 9 pt/ 0.75 pc

Museo 700 13 pt/ 1.08 pc

132.528 px

Berthold Akzidenz Grotesk Regular & Medium 7 pt/ 0.58 pc Berthold Akzidenz Grotesk Super 12 pt/ 1 pc

Berthold Akzidenz Grotesk Bold 13 pt/ 1.08 pc

Webpage shown at 50%.

Artist Core Initiatives | Project Book

section 3. 0:

standards

3.6 Motion specifications

Deliverables Advertising Web Banner Interview Snippet Series

images

palette

RGB color space | 72 dpi resolution

RGB color space

Rendered Format: MOV | SWF | MPEG4 Colors gradients allowed.

body copy

RGB: 0, 188, 228

RGB: 255, 242, 3

RGB: 174, 150, 7

RGB: 180, 216, 139

RGB: 0, 118, 192

RGB: 252, 181, 104

Berthold Akzidenz Grotesk Light & Medium Accent: Museo 700

headlines Primary: Edo Secondary: Berthold Akzidenz Grotesk Super

resolution Advertising Web banner 300 pixels wide x 600 pixels high 5 seconds

Storyboard Web Banner: Six frames. Interview Series: Thirty frames each (three snippets total).

section 3.0:

standards

Artist Core Initiatives | Project Book

3.6 Motion image usage

& logo placement 300 px

600 px

RTIST 152 px

live

te c r ea

INITIATIVES

LIVE. CREATE. EXHIBIT.

Berthold Akzidenz Grotesk Bold 19 pt/ 1.58 pc & 20 pt/ 1.67 pc

Promoting an Arts District in Downtown Jacksonville

exh i

b it

www.artistcorejax.com

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

Promoting an Arts District in Downtown Jacksonville www.artistcorejax.com

Web Banner Motion Graphic Frame shown at 75%. Artist Core Initiatives | Project Book

section 3. 0:

standards

3.5 Promotionals specifications

Deliverables USB Flash Drives T-Shirt Trucker Hat

images

palette

CMYK color space | 300 dpi resolution (or better)

CMYK color space or Pantone Spot Color.

Format: PSD | TIFF | AI | RAW Colors filters and gradients are allowed.

usb flash drive

PMS: 306C

PMS: 102C

CMYK: 75, 0, 7, 0

CMYK: 0, 0, 95, 0

PMS: 234C

PMS: 367C

Standarrd A Type, 5 total 512 MB 13/16” X 2 5/8” X 5/16”

CMYK: 6, 100, 0, 26 CMYK: 32, 0, 59, 0

trucker hat 100% Polyester foam front, 100% Nylon mesh weave back

PMS: 2935C

PMS: 1495C

CMYK: 100, 46, 0, 0 CMYK: 0, 33, 67, 0

Crown measures 4” Adjusts from 17” to 24”

t-shirt American Apparel Fitted T-Shirt 4.3 oz. Ultra-fine combed ring spun cotton

section 3.0:

standards

Artist Core Initiatives | Project Book

3.5 Promotionals image usage

& logo placement

RTIST 312 px

INITIATIVES

LIVE. CREATE. EXHIBIT.

900 px 1337 px 552 px

552 px

Flash Drive shown at 320%.

Artist Core Initiatives | Project Book

section 3. 0:

standards

section 4.0

solutions Standards for Print, Web and Motion

4.1 Print magazine ad

A CollAborAtion With

of Greater Jacksonville

he t e v r evi co r e! r ban

LIVE

CREATE

EXHIBIT

visit www . artistcorejax . com for more information .

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

section 4.0:

solutions

Artist Core Initiatives | Project Book

4.1 Print billboard

ÂŠ www.sxc.hu

Artist Core Initiatives | Project Book

section 4. 0:

solutions

4.1 Print transit shelter

section 4.0:

solutions

Artist Core Initiatives | Project Book

4.1 Print floor graphics

ea We ar in wo r k ess... pr o g r

Artist Core Initiatives | Project Book

Floor graphics banners will be strategically placed around the Urban Coreâ€™s busiest sections.

section 4. 0:

solutions

4.1 Print poster

Located in the window display of MOCA Jacksonville, this poster will be on display across from Hemming Park Plaza, located in the heart of Downtown Jacksonville.

section 4.0:

solutions

Artist Core Initiatives | Project Book

4.1 Print promotional mini ad

This promotional mini ad is designed to be distributed to frequenters at the Downtown ArtWalks. It will fit inside standard sized wallets. ÂŠ www.sxc.hu

Artist Core Initiatives | Project Book

section 4. 0:

solutions

4.2 Web homepage and inner pages

ÂŠ www.sxc.hu

section 4.0:

solutions

Artist Core Initiatives | Project Book

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

A CollAborAtion With

of Greater Jacksonville

find your destination!

ABOUT

Known as the Urban Core, the Downtown section of Jacksonville represents a cultural epicenter where the arts and industry meet. Visit galleries and museums, checkout the newly opened clubs and restaurants, watch movies at Treaty Park or walk alongside the River Walk.

LIVING & WORKING OFF THE GRID

ERED TN

T I VITY

, PA R

IO CT N PART A

Southbank Map

N T PAR T

CU L ES

O F T HE C O R E WAN

L PION E

ED CULTUR

PIO

NEE R S E N

C PA

GIZE VA

T AN S

VEM E

ANT AC

revive the urban core! S CRE A

GIZ E V

ER ERS E N

Northbank Map

MEDIA

EVENTS

SPA

NORTHBANK MAP SOUTHBANK MAP

URBAN CORE

Downtown Vision, Inc. 214 N. Hogan St., Suite 120 Jacksonville, FL 32202

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

ABOUT

A CollAborAtion With

living & working: housing

LIVING & WORKING

LIVE. CREATE. EXHIBIT.

Print Directory Listings

ABOUT LIVING & WORKING

11 East Forsyth

HOUSING COWORK JAX DINING NIGHTLIFE RECREATION PUBLIC SERVICES

(For Rent)

OFF THE GRID

11 East Forsyth Street Jacksonville, FL 32202 904.358.6464

NORTHBANK MAP SOUTHBANK MAP

Constructed in 1926, the former 17-story Lynch Building was the second tallest in the Jacksonville skyline. Now known as 11 East Forsyth, the property features 126 loft-style apartments. Owned and managed by The Vestcor Companies, these contemporary urban lofts are within walking distance to restaurants, shopping and entertainment. Both one and two bedroom apartments are available, with leasing rates starting from $830 per month.

URBAN CORE EVENTS

The apartments offer loft-style design, distinctive lighting fixtures, 10 to 11 foot ceilings, designer kitchens, upgraded appliances, custom flooring, oversized windows, in-home computer alcoves with high-speed internet access, satellite television access, and include washers and dryers.

Downtown Vision, Inc. 214 N. Hogan St., Suite 120 Jacksonville, FL 32202

Use arrow buttons on keyboard or scroll wheel on mouse to navigate throughout the site.

RTIST LIVE. CREATE. EXHIBIT.

ABOUT

urban core: northbank map Housing Galleries & ArtWalk Venues Museums Recreation Scroll over to icons for contact information.

Dining

Nightlife

Burrito Gallery

21 E. Adams St. Jacksonville, FL 32202 904.598.2922 http://www.burritogallery.com/

EVENTS MEDIA

Downtown Vision, Inc. 214 N. Hogan St., Suite 120 Jacksonville, FL 32202 Phone: 904.634.0303 Fax: 904.634.8988

Phone: 904.634.0303 Fax: 904.634.8988

INITIATIVES

of Greater Jacksonville

Along with spectacular views of the River City, 11East also offers onsite parking, video surveillance, planned resident functions, resident clubroom, conference room, designer kitchens, state-of-the-art fitness center, building security, 24-hour emergency maintenance, as well as convenient package and mail acceptance.

MEDIA

A CollAborAtion With

URBAN CORE

http://11eastforsyth.com/

OFF THE GRID

RTIST INITIATIVES

of Greater Jacksonville

Use arrow buttons on keyboard or scroll wheel on mouse to navigate throughout the site.

A CollAborAtion With

of Greater Jacksonville

off the grid: galleries

LIVING & WORKING

Print Directory Listings

Use arrow buttons on keyboard or scroll wheel on mouse to navigate throughout the site.

The website is designed to have a single page layout with horizontal and vertical scrolling capabilities.

Gallery List (click name links below to visit websites):

OFF THE GRID GALLERIES MUSEUMS

URBAN CORE EVENTS MEDIA Off the Grid is a partnership between artists, property owners, Downtown Vision, Inc. and the Cultural Council of Greater Jacksonville. Off the Grid facilitates introductions between Jacksonville artists and Downtown property owners in an effort to activate vacant spaces in the urban core with artistic energy and provide artists with much needed work and exhibition space.

111 E. Bay Street Adrian Pickett Gallery The Art Center Cooperative Gallery Bee Gallery Burro Bags Elemental Gallery & Studios Modernism 101 Next Gallery Nullspace Gallery Pono Visual Expressions: Contemporary Photography Gallery Southlight Gallery Studio 121 Thomas Hager/Town Editions Vault Gallery

Downtown Jacksonville is home to dozens of art galleries and studios, featuring everything from contemporary art to exotic installations. Visit one today and find out what an incredible art scene Jacksonville has to offer.

Downtown Vision, Inc. 214 N. Hogan St., Suite 120 Jacksonville, FL 32202

Click here for further listing of all other galleries located in Downtown Jacksonville

GALLERY

Use arrow buttons on keyboard or scroll wheel on mouse to navigate throughout the site.

Artist Core Initiatives | Project Book

section 4. 0:

solutions

4.3 Motion advertising web banner

display of ad banner on the web

section 4.0:

solutions

Artist Core Initiatives | Project Book

LIVE

TE C R EA

B EXH I

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

Promoting an Arts District in Downtown Jacksonville www . artistcorejax . com

5 second sequence

Artist Core Initiatives | Project Book

section 4. 0:

solutions

4.4 Promotionals t-shirt, trucker hat

& usb flash drives

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

section 4.0:

solutions

Artist Core Initiatives | Project Book

Featuring the logo, these metal flash drives are rendered in either the secondary colors of the campaign palette or the halftone gradient.

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

Artist Core Initiatives | Project Book

section 4. 0:

solutions

section 5.0

closing

Meet the Designer, Thank-Yous

5.1 Designer Notes objectives

& acknowledgements

Alexis Audate is a graphic designer and visual artist who resides in Jacksonville, Florida. As an artist and resident of Jacksonville, I have a vested interest in the future shelf life of arts and culture here in my hometown. I have been participating in Downtown Artwark since 2006 and have been a witness to the ongoing process and enthusiasm by the public. When I received the survey last year, I KNEW that this was something that I wanted to be a part of helping. Since the progression of my campaign project, the City of Jacksonville has since changed the name of its Arts District focus. Still, itâ€™s welcoming to see that city planners and the local government are making bolder steps toward downtown revitalization. This project is long overdue!

section 5.0:

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Artist Core Initiatives | Project Book

5.2 Special Thanks objectives

& acknowledgements

thank you Christianna White at MOCA Jacksonvile, Susan Cohn at the City of Jacksonville Planning Department, Amy Crane at the Cultural Council of Greater Jacksonville, Downtown Vision, Inc., Urban Focus and the multitude of artists and patrons who were gracious to allow me to photograph them during Art Walk.

Cover photo and intoductory page photo provided courtesy of Jonathan Zander. All photos except where listed taken by Alexis Audate.

DOWNTOW N V I S I O N

Downtown Vision, Inc. 214 N. Hogan Street • Suite 120 Jacksonville, FL 32202 Phone: (904) 634–0303 Fax: (904) 634–8988

www.downtownjacksonville.org

of Greater Jacksonville

Cultural Council of Greater Jacksonville 300 W. Water St. • Suite 201 Jacksonville, FL 32202 Phone: (904) 358–3600 Fax: (904) 353–5100

www.culturalcouncil.org

Artist Core Initiatives | Project Book

section 5. 0:

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RTIST INITIATIVES

LIVE. CREATE. EXHIBIT.

. e liv . e t a e r c . t i b i h ex