ICA said the power of its work had outgrown its ability to share it. After six years with the organization, Rob led a brand and digital system that gave its programs one center and different ways to reach the people they served.
ICA had a growing set of programs, audiences, and ambitions, but its messaging and visual system were fragmented. The brief was to make the work easier to recognize and explain while preserving the people, place, and history of Oakland and the East Bay.
The strategic foundation connected belief, mission, five business pillars, and audience needs. Businesses, funders, partners, and communities needed distinct entry points into that shared story. Majorminor's role was to translate ICA's evolving strategy into communication, identity, and digital design.
ICA did not choose one proposed identity untouched. The client asked the team to combine the structure and humanity of one direction, the typography of another, and the energy of a third. Rob's team turned that feedback into a modular mark, a logo-derived grid, and handwritten activity within the system.
The visual rules moved across posters, stationery, flyers, apparel, campaigns, and the website. The brand and site launched in September 2019 as one framework for ICA's programs and audiences.
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