The rebrand of the Morean Arts Center reworks the organization’s identity to better reflect the creativity and energy found within its well-known building in St. Petersburg. The redesign addresses key challenges and creates a more engaging and accessible experience for its diverse audience—from young students to senior artists. Inspired by the center’s architecture, the new visual system brings a modern, cohesive feel to its outreach, with the goal of accessibility beyond its walls and deeper into the community.