TACAW

Bringing performance
to the people

CONTEXT

Twenty-five years ago, the town of Willits, Colorado did not exist. Architect and developer Michael Lipkin saw a need to house residents as they were pushed “down the valley” by Aspen’s soaring home prices and elite lifestyle. He imagined not only homes, but a community enriched by locally-owned businesses and a culture hub. Its culmination was The Arts Campus at Willits, now simply known as TACAW.

STRATEGY

Position TACAW as a premier destination for the performing arts and local assembly through entertainment, issue-based and Spanish-language programming, and arts education. The center’s purpose, “We Bring Performance to the People,” reflects this ideal.

APPROACH

The identity is inspired by the architecture of the TACAW building itself, with A’s informed by the support cables above the entry canopy. These angles form an integral part of the identity and brand expression, capturing the spirit of the mountains and modern vision for this place, while leading into a robust and flexible system for communications.

OUTCOMES

  • 60% increase in donations, patron participation and programming