Oregon Art Beat Rebrand

Branding

Motion Graphics

2025

This project is a conceptual rebrand of Oregon Art Beat, an Emmy-winning television series by Oregon Public Broadcasting that highlights artists and creative communities across the Pacific Northwest. The goal was to evolve the brand into a more modern, flexible system that better translates across digital, social, and broadcast platforms. The rebrand focuses on making the show feel more engaging, accessible, and reflective of the energy and diversity of the artists it features.

Brand History

Since its premiere in 1999, Oregon Art Beat has showcased a wide range of artists, cultural stories, and creative practices across Oregon. Originally developed by Jeff Douglas and later led by producer Jessica Martin, the program has built a strong reputation for thoughtful storytelling and high-quality production.
While the content remains rich and community-focused, the visual identity has not evolved at the same pace as the platforms it now lives on.

Opportunity

Oregon Art Beat has a strong foundation and loyal audience, but its current brand feels tied to a traditional broadcast format. The opportunity was to create a more dynamic and adaptable identity that reflects the movement, diversity, and personality of the arts community it represents.

With growing presence on platforms like YouTube and Instagram, there is also a need for a system that translates effectively across digital spaces while appealing to a younger audience.

Strategy

The strategy centers on positioning Oregon Art Beat as both a storyteller and a connector within the creative community. The brand highlights a wide range of artistic voices while making those stories feel personal, accessible, and relevant to a broader audience.

At its core, the brand is:

Inspirational — showcasing artists and their creative journeys
Invitational — encouraging viewers to engage with art, not just observe it
Celebratory — highlighting the diversity and richness of the local arts scene

Messaging like “everybody has a beat” reinforces the idea that creativity is universal, inviting viewers to see themselves as part of the story.

Overall, the strategy balances modern engagement with authentic, community-rooted storytelling.

At its core, the brand is:

Inspirational — showcasing artists and their creative journeys
Invitational — encouraging viewers to engage with art, not just observe it
Celebratory — highlighting the diversity and richness of the local arts scene

Messaging like “everybody has a beat” reinforces the idea that creativity is universal, inviting viewers to see themselves as part of the story.

Overall, the strategy balances modern engagement with authentic, community-rooted storytelling.

Typography is clean and structured for clarity, paired with expressive elements like the custom “AB” mark to introduce a more organic, handcrafted feel. The logo system incorporates connection points and flowing forms to suggest rhythm and continuity, reinforcing the idea of creativity as something living and evolving.

Visual identity

The visual identity is built to express movement, rhythm, and personality—mirroring the creative process itself.

A bold blue establishes energy and visibility, while earthy tones like green and brown ground the brand in Oregon’s natural and cultural landscape. The palette balances vibrancy with warmth, allowing the identity to feel both modern and rooted.

Brand in use

The system extends across motion, digital, and physical applications—ensuring consistency while allowing flexibility across broadcast graphics, social media, and branded materials.

Instagram