The new brand and new structure have been designed to re-align the work of CDF with the contemporary needs of Saint Lucia’s emerging arts and culture sector in a world where the creative industries are becoming major contributors to economies and societies.
The road to the re-branding and re-structuring of the CDF began with a ‘public value’ exercise that engaged customers in the development of a new strategy that would refine, redefine and better articulate core values. The result has been a new identity, new management structure and redirection of focus for the work of the organisation. This new visual image, management structure and direction were unveiled at the National Cultural Centre last Wednesday.
“A key consideration for CDF in the design of its new visual image was to identify and communicate more effectively CDF’s distinctive business model,” said Kennedy Samuel, CDF executive director.
In addition to managing the visual image change and creating an identity, CDF worked with its stakeholders and Darwin Guard of BOLD Ink to produce a tagline to better state the benefit of the company’s unique structure and proposition: ‘Creativity, Culture, Community’, which now accompanies the institution’s name.
“The Saint Lucian personality is the sum of inescapable aspects — a sense of community emerging out of different and distinctly unique cultural communities; exuberant festivals and celebrations given potency by our inbred creativity; a thriving culture flavoured by a multiplicity of influences,” said Guard.
In the coming months, the organisation will be actively reaching out and inviting all stakeholders to re-engage with the CDF and help build a new era for arts and culture in Saint Lucia.