In 2022, the State of Iowa officially designated Downtown Iowa City as a Cultural & Entertainment District, a milestone that set the stage for a bold new brand identity and campaign.

By 2023, I had the opportunity to lead design on a dynamic campaign that brought together a diverse group of stakeholders from across Iowa City, including cultural institutions, business leaders, and the University of Iowa. What could have been a daunting undertaking was, instead, an energizing process for me, the kind of collective ideation and collaboration where I thrive on shared purpose and creativity.

Through discovery workshops, stakeholder interviews, and extensive research, including sharing case studies from national arts districts, I developed concepts for the campaign that resonated with clarity and purpose, resulting in the campaign identity X Marks the Arts.

The visual identity began with the city's DNA: its grid-like street structure. From that, I abstracted a rotated plus sign, symbolizing intersections of culture, creativity, and community, and refined it into a bold "X" encased in a square. The resulting icon is minimalist, memorable, and built for application across multiple platforms, from digital campaigns to merchandise and wayfinding.

I intentionally designed the identity to serve as both a locator and a symbol of arts and culture. The X is more than just a mark but a flexible visual design system. The black-and-white palette allows for maximum contrast and adaptability, while its geometric form lends itself to repetition, pattern-making, and scalability across mediums. This approach ensures consistency without rigidity.

With over 9 million annual visitors, Downtown Iowa City is already a vibrant cultural hub. This campaign has the potential to become a unifying visual language for the district by amplifying its presence, deepening engagement, and positioning it as a must-visit destination for arts and culture in the Midwest.

Created as lead designer at Meld Marketing