Branding: Sawmill River Arts Collective

Collaborating with other creatives always makes for a fun project – so when the folks at Sawmill River Arts Collective got in touch about reimagining their brand, we were thrilled to start passing ideas back and forth. Sawmill River Arts is a collective of 15 local artists and makers in Montague, Mass.

This group of artists has established a reputation for creative excellence in the Pioneer Valley; visitors will find an incredible breadth of work over a range of mediums on display. And the location can’t be beat: housed in the magical Montague Bookmill complex, the gallery is perched just above a rushing waterfall on the Sawmill River, with endless natural inspiration just outside their windows.

Established over a decade ago, the Sawmill River Arts has grown and developed into a full creative experience, often featuring guest artists, hosting trunk shows and creative events, and expanding their offerings to suit all kinds of visitors, whether it’s an art collector or someone looking for a unique gift. It felt like the right time to consider their branding, and how it could more broadly speak to all of the audiences engaging with the gallery, unite the wide variety of artists it represents, and communicate all that the collective now offers the community.

A strong sense of place came up again and again as we set our strategy; the special location is often what first entices newcomers to visit the gallery. The river, the natural beauty, and the history of the iconic mill building were themes we wanted to mindfully integrate, and we made sure they came together meaningfully in our primary logo:

From there, we developed secondary logos and brand elements that told a story beyond the location: collaboration, community, and creativity were all key themes.

We also wanted to create some very practical branding tools that could be used on social media, their website, and in marketing materials. Highlighting upcoming events and guest artists called for some easy-to-use badges that carried the branding consistently.

Business cards really brought the branding together in a cohesive way for all of the artists…

…and a common goal was articulated clearly in a series of taglines. This one is perhaps our favorite:

We were certainly feeling inspired after this one. Be sure to follow Sawmill River Arts Collective to gather some inspiration for yourself - and definitely take a ride over to Montague and experience this magical spot.