PAM CUT

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PAM CUT // Center for an Untold Tomorrow is part of the Portland Art Museum. Established in 1971, it had been known as the Northwest Film Center, and operated as a regional media arts resource and service organization. In 2022 they approached Skylight to help them express a fundamental shift towards interactive, immersive, and community-driven programming. Their mission is to change how cinematic stories are told — expanding on who’s telling and who’s watching. Reaching beyond a single medium or platform to explore what’s next, they support media artists to redefine cinema and visual storytelling. 

 

They were seeking a visual identity that could speak to this bold purpose, a unique system for now and tomorrow. Looking at the competitive landscape for both traditional arts and cultural institutions as well as innovative experiences, we sought to capture their spirit, attitude and energy while also delivering a visual identity that was hard working, highly accessible, and approachable. Easily readable, energetic and playful, we began with clean geometric sans type solution as our foundation, and leveraged a fresh color palette, inspired by electricity and light shows, to signal the organization’s shift towards a more experiential brand (vs. an institutional one).