Starting mid-April of this year The Art Center Highland Park will feature a new
website with a more dynamic ‘look and feel’, according to Executive Director James M. Lynch. That’s not the only change coming in the next few weeks, as the 61-year old not-for-profit arts organization looks to a dynamic, energy-charged future. Aside from a new overall look, the new website will feature an updated Mission and Vision Statement and, for the first time in many years, a completely redesigned logo.
“We are extremely lucky to have some amazingly talented board members who offered their services pro bono,” says Shana Guthman, Board President. “The team worked for months, brainstorming, doing market research, presenting ideas, and working in a committee specially created for this purpose. When they pre
sented the results of this months-long project to the full board, the response was unanimous approval.”
Debbie Hall, board member and past board president, of MindsView Innovation, led the brand strategy committee. The challenge was to make the TAC brand more relevant and important to the target consumers, especially young families who are once again moving into the area. For TAC it is important to reach the art ‘dabblers’ and experimenters of all ages, and also the skilled and advanced artists looking to learn, grow and create. Another segment that TAC is targeting is the ‘Arts Edu-tainment’ seekers, from the art curious to art enthusiasts looking for cool city culture in a convenient, suburban location.
Associate Board members Rietje and Sam Becker of Rietje and Sam Design, stepped up to do the design work that would complete the new ‘package’. They presented three concepts to the committee, with the major challenge that all three were ‘winners’. Ultimately the team decided on a logo which was based on the actual shape of TAC’s building that will ‘frame’ social media, banners and marketing and be featured on a new line of t-shirts, aprons, pins and tote bags, plus other ‘swag’, soon to be featured in the new online gift shop.
“With these new developments, we’ve opened up a whole new world of possibilities,” says Lynch, “As we expand to be not only an arts center, but a cultural center, with new classes on offer, new programs like the monthly ‘Sunday Salons’, where creative artists from multiple genres, film, dance, theatre, will present and discuss their work. It is not just a win-win for us and the community, it’s a win-win-win for our extended community, for our growing national and international partners, and for the supporters who have stood by and invested in the growth and success of The Art Center Highland Park for 61 years.”
For more information on art classes, events, and other activities, visit: theartcenterhp.org or call 847-432-1888.
TAC is located at 1957 Sheridan Road, Highland Park, with plenty of street parking available, only three blocks from the Metra Stop. Hours are Monday-Friday, 10AM-4PM, Saturday, 12-4PM.