\ Challenge

The Perth Institute of Contemporary Arts (PICA) is both a place and an idea.

Since 1991, PICA has occupied the iconic Perth Boys School building in the heart of Perth’s Cultural Centre. From there, it has built a national and international reputation as a grassroots incubator and amplifier of contemporary artists and their practices. However, it lacked an identity that matched the boldness of its ambition and the idiosyncrasy of its location—an identity that would highlight this “Grit in the Oyster of Western Australia” and stand out among its more traditional cultural neighbours.

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\ Outcome

A challenging and evocative Brand Platform was developed to encapsulate the intent of this dynamic destination and the provocative art that extends beyond its walls. This was articulated through the deceptively simple Brand Idea: “Cultivating the Provocative. Provoking the Culture.” This idea served as the guiding light for the rebrand.

The new identity proudly draws inspiration from the building itself, elevating it to its rightful place as the city’s “Agnostic Temple dedicated to The Now and its Stories.” The building’s arched entrance—through which people, ideas, and creativity flow in and out—became the perfect metaphor for the connection, support, and protection PICA offers to contemporary arts practitioners. The cornerstone of the identity is the wordmark, a distinctive piece of custom typography inspired by the old school’s architecture, with each glyph’s dimensions reflecting the unique entrance tower.

The resultant brand world created by Block is elegant, functional, layered, textural, and avant-garde; it is authentically and enthusiastically PICA. After all, “Art Lives Here.”