The Grand Rapids Art Museum approached Conduit to help re-align their brand with new strategic objectives, highlighting GRAM’s commitment to inclusivity. A new identity system introduces subtle refinements to the logotype, as well as new type standards, color palette, graphic language, photo library, and messaging platform.

A new brand video captures the spirit of the update, showing GRAM is much more than an architectural landmark. It is a cultural beacon of the midwest.

Video produced in collaboration with Gorilla. Photography by Lance Nelson. Logo by Peopledesign.