Mission Statement
Fractal supports artists and local communities by providing affordable space, supplies, and promotional events to artists and patrons. Fractal will support artists of all ages with its individualized approach, public displays, and events that connect artists to their local community and provide networking and partnership opportunities.
LOGO DESIGN
Psychology of the Logo
Fractal’s design is inspired by the revitalization taking place in the Ft. Lauderdale area.
The “fractal” phenomenon can be found in nature, mathematics, and art. A fractal is a never-ending pattern. These patterns are created by repeating a simple process over and over in an ongoing feedback loop.
The font Bodoni gives a classic feeling to the logo which is balanced by the modern style of cool gray. The purple represents the emotional properties of the color which are imagination and creativity. The fractal pattern represents the growing art district in Ft. Lauderdale.
Mood Board
Promotional Retail
Target Audience
Fractal’s target audience ranges from young children interested in art, artists whose age ranges from 18-35 in need of space to work, and older patrons and investors age 50-70.
Jenny Swanson
Age: 10
Jenny is an extroverted and creative child. Her parents want to encourage her to learn how to express herself through art, so they take her to Fractal every weekend for community art classes.
Alex Fuego
Age: 24
Alex is an artist that is trying to make a name for himself. In his current living situation, it is hard for him to find space to work and the odd hours he keeps can disturb his roommates. He uses Fractal’s affordable space that is open 24 hours where he can work on his art without bothering others.
Jim Cash
Age: 65
Mr. Cash is a recently retired entrepreneur. He isn’t creative himself but has a deep appreciation for art. He uses his accumulated wealth to support new artists and local entrepreneurs. He enjoys the sense of purpose he gets when young artists succeed.