From idea to launch

Bess creator Christy Mack founded Art Moves Project (AMP), a grassroots public art initiative, with choreographers Yukie Fujimoto and Lissa Resnick to bring new forms of temporary art to San Francisco’s East Bay communities.

After Yukie, Lissa and Christy completed the AMP strategic plan and secured start up funding, Christy collaborated with Oakland designer Megan Peterson to create the AMP brand. Christy wanted an identity that would capture the project’s community focus as well as the progressive nature of AMP’s commissioned artists.

Christy and Megan chose a modern, experimental tone for AMP and presented the logo in lower case letters. They created a living AMP block logo capable of housing photographs, illustrations and videos to showcase the work of AMP artists. Christy and Megan designed the logo so they can change the artwork shown inside the logo as well as the color palette for each public art installation to honor the artist’s work.

Christy launched AMP online, in print + in community spaces, allowing AMP to meet people where they are at. The brand identity has facilitated numerous artistic, civic, donor, volunteer, non-profit, and business partnerships and paved the way for AMP to commission more than 25 artists and produce nine installations - and counting - since AMP’s founding in 2017.

Visit Art Moves Project.