Firebelly partnered with Lubeznik Center for the Arts to develop a comprehensive update, including a brand strategy, visual identity system, custom logotype and alphabet, communication tools and website redesign.
A hidden gem in Michigan City, Indiana, Lubeznik is a world-class cultural hub that brings the local community together through eclectic programming and exhibits that foster meaningful connections—from poetry slams to educational programming. We knew early on that the visual identity needed to express as much personality as the center itself.
The logo comes in many flavors — from formal to playful. The primary logotype sits comfortably on the formal end. Its pared back vibe is perfect for donor events and world-class art exhibits. The bolder, more playful variation is just right for youth programming, classes and vibrant community activities. When animating across the full spectrum, the center’s full personality springs to life.
The custom alphabet named Lubeznik Display reflects the architecture and character of the center. Each letter is built within a square, allowing geometry to become a core visual component of the Lubeznik brand. The letters are a monospaced, reverse-contrast, variable sans-serif and enable dynamic animations between the formal and playful states. All text is set in Mabry.