ICA Rebrand
The Ask
The goal of this project was to develop a rebranding strategy for the Institute of Contemporary Art in Richmond, Virginia, with a specific focus on their café and shop.
The ICA is apart of VCU, and presents rotating exhibitions, performances, and programs. With a mission to listen, create, and make art public, it serves as an open space for exploring new ideas and fostering dialogue and collaboration locally and globally.
The aim for this project was to increase awareness, drive foot traffic, and position the ICA cafe as a community space where people can gather, learn, work, and connect.
The Team
I worked with my fellow VCU Fashion peers, Greyson Foster, Cara Swisher, and Katherine Kraft, on this project. Our diverse ideas and thoughtful collaboration led to a well-rounded and compelling rebranding proposal.
The Process
ICA Cafe
For this project, we researched the ICA’s brand, customer base, and market trends, combining this with our insights on VCU students and local Richmond residents—the target audience the ICA hoped to engage. We defined the ICA’s brand keywords, archetype, and luxury pillars, as well as outlined the details of their target customer.
ICA Shop
Our rebrand strategy positioned the ICA as a vibrant third space. We proposed adding the ICA to the VCU library page and implementing a café table reservation system, encouraging student visits and increasing awareness of the ICA as a community hub.
We expanded upon the shops product assortment, including products like recycled, sustainable wrapping paper, highlighting how many of the ICA’s current products—such as their cheese-shaped candles, RVA merchandise, and handmade mugs—already align as perfect gift options and reflect the ICA’s values of ethical, purposeful consumption.
To enhance digital presence, we recommended revitalizing their Instagram, as it was underutilized, with a new profile image and content highlighting café offerings, weekly menu items, and community events. We also proposed jazz and wine nights, student-led mixers, and art events to further establish the ICA as a hub.
We delivered a 10-minute client pitch to ICA and café managers, receiving positive feedback on feasibility and creativity, with strategies designed to boost student engagement by 25%.
The Outcome
