Public Art Fund’s rebrand reestablished the institution as New York’s leading voice for contemporary public art.

Challenge

By 2012, Public Art Fund had lost momentum. Once recognized as New York City’s first nonprofit for public art and a cultural force in the 1970s, its brand and digital presence had become dated and stagnant. The organization needed to reconnect with its audience, attract new philanthropic support, and present itself as an authority capable of working with world-renowned artists. Beyond a modern identity, they required tools to engage visitors directly, highlight exhibitions, and make it easy for New Yorkers to intentionally discover and experience public art.

Action

As lead designer, I spearheaded a complete rebrand beginning with a new identity system. We created an upward-oriented geometric wordmark symbolizing both the erection of art in public spaces and the grid of New York City. A flexible arrow icon and modular design system allowed each exhibition to adopt its own unique look while maintaining a recognizable core identity. Over the following years, I continued working with Public Art Fund to evolve the brand. We refreshed typography, redesigned the site to make exhibitions and archives more accessible, and created campaign-specific visuals for major projects and anniversaries. The system adapted to everything from Anish Kapoor’s ominous Dissension to David Shrigley’s bold, playful installations, and even digital art initiatives like Commercial Break, which brought curated work to massive public screens.

Result

The rebrand and digital strategy revitalized Public Art Fund’s reputation and reach. The flexible identity allowed the organization to continuously adapt to new artists and exhibitions while maintaining a cohesive voice. Attendance and engagement increased as the new site and maps made it easier for people to discover works across the city. Philanthropic support reached record levels, with major funders like Bloomberg Philanthropies contributing to its growth. Public Art Fund has since worked with globally renowned artists including Ai Weiwei and Anish Kapoor and celebrated its 40th anniversary with a bold, modern identity. More than a decade later, the system continues to serve as the foundation for an institution widely recognized as an essential authority in contemporary public art.