PAM CUT / Center For An Untold Tomorrow
Reimagining a cultural organiztion for tomorrow’s storytellers.
As an integral part of the Portland Art Museum, the 51-year-old Northwest Film Center sought to redefine its role in the rapidly evolving cultural landscape.
As Director of Strategy at Skylight I lead a cross-functional team in developing a Brand Platform, fresh name, and inspired visual identity that would align with the organization’s bold purpose and reflect its new vision.
Beginning with stakeholder interviews, workshops, desktop research, I analyzed the competitive landscape, identified community and organization priorities, and led a series of workshops with the extended Portland Art Museum team.
Our goal was to clarify the organization’s shared values, and develop a Brand Platform and positioning strategy that would both set the organization apart from the Museum, while still delivering a holistic brand experience.
The Brand Platform became a pivotal strategic tool for driving alignment across the broader organization and Board, as we began the naming process. With inputs from a community survey, and several naming workshops, we ultimately arrived at the memorable, and unexpected fan-favorite name, PAM CUT: Center for an Untold Tomorrow.
I worked closely with the design team to bring the brand to live with a new visual identity, characterized by a clean geometric sans type solution and a fresh color palette inspired by electricity and light shows, signified the organization's shift towards a more experiential brand.
The unveiling of the new name and identity took place at the Portland Art Museum's Cinema Unbound Awards, where the event's colorful and energetic atmosphere mirrored PAM CUT's vision for a wide and bright future.
Building on their strategic Platform and brand design principles, PAM CUT recently launched the Tomorrow Theater.