Why CACHE? For a new mission, a new brand

A lot of thinking––and rethinking––went into crafting a new identity for our 20-year-old organization. How did we get there?

By CACHE Staff

The word “cache” means “a hiding place for storing provisions.” A cache is a place for treasure. It’s a fitting name for a place that is a trove of cultural and community riches.

In July 2022 when a new board of directors assumed leadership of the nonprofit then known as the Exeter Art Gallery and Museum Association, resetting priorities was among the first tasks at hand. While reviewing all aspects of the organization over its first month, the board discovered that over the first 20 years of operation, confusion had arisen around even its name and mission.

The organization began in 2002 simply as the Exeter Courthouse Art Gallery. When history programming was added in 2008, one side of the building remained the Courthouse Gallery while the north building was called the Exeter Historical Museum. Its online presence was especially confusing as six different Facebook pages are connected with the former name. There is also a website name that referenced only history but featured art.

In December 2022, a board committee met with nonprofit consultant Rosemary Caso, CEO of United Way of Tulare County. The committee worked with United Way “to revisit bylaws and other documents to ensure that our foundation was strong,” said Dwight Miller, CACHE president.

Aaron Collins, an EUHS alumnus and former art curator, as well as a contemporary artist and Director of Marketing and Communications for Visalia-based Sequoia Riverlands Trust, volunteered to lead the board toward a new vision.

The result was the total rebranding of our organization to CACHE: The Center for Art, Culture and History-Exeter.

The name itself was chosen for multiple reasons, including the aformentioned word definition and the need for a short, memorable acronym. The new colors are symbolic of Exeter’s citrus capital history, and give the logo enough flexibility for use in multiple communications contexts: Banners, posters, letterhead, website, architectural signage, business cards, promotional material and wherever it is pressed into service.

“We want our building to hold treasured stories and treasured art,” said Miller. “When choosing our mission statement, we were intentional in expanding our stories to include ‘California’s heartland’ rather than just Exeter, where we are located. CACHE helps us reach that broader audience. We are serious about our mission and hope to engage a wide audience in the future.” •

TOP LEFT: EUSD crew including Alex Maldonado and Roberto Camacho install the new banner on Exeter’s Pine St.

(PHOTO: Dwight Miller)

ABOVE: New branding flanks the entrance, shown here during installation.

LEFT: The new CACHE rebranding is comprehensive, appearing throughout the facility.

(PHOTOS: Aaron Collins)