Reimagining the Turnaround Arts California Brand
At Turnaround Arts California, creativity, possibility, joy, and community have always been at the heart of our work in public schools. Yet, our visual identity and online presence hadn’t fully reflected the transformative impact of our work. As a small but growing nonprofit, we had long prioritized programming over branding, relying on the strength of our work to carry us forward. And it worked. Over the years, we’ve increased our reach across California, earned recognition for our innovative programming, and we’ve seen firsthand the power of the arts to ignite student learning and school transformation.
But as we approached our 10th anniversary, we knew it was time to invest in a bold new visual identity that matched the depth, energy, and promise of our work. This wasn’t just about a new look, it was about building a clearer, stronger, and more inspiring way to tell our story, engage our community, and scale for our next decade of impact.
Discovering a Brand That Reflects Who We Are
Our goals were to:
- Reflect through visuals, storytelling and messaging, the creativity and purpose of our work in schools
- Connect more with our audiences, showing the results of our work and inspiring action
- Increase awareness of the vital role the arts can play in public schools, particularly those in underserved communities
- Build a sustainable and user friendly website that supports our long-term growth
We began with in-depth interviews with our stakeholders—board members, staff, artists, educators, and school partners—who generously shared their perspectives on what Turnaround Arts California means to them. We also conducted a thorough audit of our existing materials to better understand what was working and what wasn’t.
From this discovery process, important themes emerged: joy, equity, connection, inspiration, healing, and empowerment. We heard reflections like “the arts are a portal to learning,” and “art can help redefine the meaning of education itself.” Despite differences in language, everyone agreed about why Turnaround Arts exists and the positive impact we have
Our New Identity
This collective insight led to the development of our renewed Mission, Vision, Values, and Tagline, as well as a vibrant new visual identity:
Our Mission: Turnaround Arts California integrates the arts and creativity in underserved schools—to inspire students, empower teachers, engage families, and transform learning.
Our Vision: A world where the arts unlock every student’s potential.
Our Values: Growth. Equity. Collaboration. Creativity. Joy.
See our full values statements here.
Our new brand is bold, joyful, and full of life, just like the students, teachers, and communities we reach. The shapes in our logo act as portals to tell the story of Turnaround Arts California. While our look has evolved, our commitment remains the same: to inspire students, empower educators, and transform learning through the arts.
Gratitude for Collaboration
This rebrand was a true team effort. We are deeply grateful to The Ahmanson Foundation for generously funding this initiative, and to the brilliant creative team at 1 Trick Pony for their vision and dedication.
A heartfelt thank you to board members Mark Howell, Malissa Shriver, and Matt Rodriguez for their leadership and insight throughout the process, and to educators, artists, and advocates Dr. Akida Kissane Long, Kathryn Ann Meyers, Abby Lunardini, Bertha Benavides, Jacob Gile, Christopher Turner, Ann Salvador, and Iz Avila, as well as our entire staff team, whose experiences and input were essential in shaping a brand that truly reflects our work.
We’re excited to share our new brand and website with you. We invite you to explore, engage, and share your thoughts. Reach out to Jaime at jaime@turnaroundartsca.org.
Together, we’re creating a future where every student has access to the transformative power of the arts.
