Common Arts
Project Overview
Over the past five years, the firm doubled in size through growth and acquisitions, making the structure more complex but not more visible. While the legal name shifted from RDC-S111, Inc. to Common Arts, most external touchpoints still pointed only to the individual studios. Common Arts existed operationally, but it had no defined brand, no visual system, and no clear explanation of how the pieces fit together. As Director of Visual Brand embedded within the Marketing team across all studios, I led the effort to introduce the umbrella identity with intention and restraint—clarifying structure without disrupting the equity of the individual brands.
Visual Identity in Motion
Branded Merch
Select Corporate Documents
Brand Launch Motion Graphic
Challenge
The company operates as one integrated organization made up of distinct studios: RDC, Studio One Eleven, Dyelot, and PDO. Each studio has its own voice and specialization, while leadership, finance, marketing and a number of other shared services function as a unified team. Prospective and existing clients often struggled to understand how the studios were connected. The goal was to clarify the structure without disrupting studio equity or launching a dramatic public rebrand.
Solution
Created a light but intentional brand layer for Common Arts that clarified structure, supported growth, and explained the transition from RDC-S111, Inc. to Common Arts. Key work included:
• Defined positioning language explaining the integrated multi-studio model
• Established a restrained visual identity system supporting all studios
• Developed a clear brand architecture framework outlining studio relationships
• Designed a motion-based brand GIF introducing the umbrella visually
• Produced a typographic motion video explaining the name transition to clients
• Updated internal brand documents, letterhead, and presentation templates
• Refined email signatures, proposal headers, and legal brand references
• Created guidelines clarifying when to use Common Arts versus studio branding
Result
Common Arts now has a clear structural presence that supports recruiting, acquisitions, and long-term growth. The brand architecture provides a foundation for future expansion while preserving studio identities. Internally, teams have consistent documents and references. Externally, the work clarifies why projects across RDC, Studio One Eleven, Dyelot, and PDO all sit within one integrated organization.
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