top of page

Redesign for a Dynamic Cultural Icon Into a Flexible Visual System for a New Generation of 1 Million Visitors Annually

Project:
Providence Wayerfire
​
Role:
Branding
Logo Design
Photography

Sector:
Entertainment, Cultural, Arts
​
Target Users
Arts enthusiasts, couples, cultural 

Tools:
Adobe Illustrator, Adobe Photoshop, Adobe InDesign
​
Deliverables:
Logo/Identity, Branding, Lamp Banner, Stationery, Social Media, Promotional, Photography

Project Overview

Providence WaterFire is a nonprofit arts organization founded in 1994 that transforms downtown Providence through its iconic fire installations and cultural programming. As the organization expanded across all three rivers and into the WaterFire Arts Center, its original identity needed to evolve with the brand.

​

The goal was to create a contemporary identity that honored WaterFire’s cultural legacy while positioning it for a new generation of audiences. The system needed to capture the sensory energy of the experience while remaining flexible enough to work across events, digital platforms, promotional materials, and merchandise.

​

Project Scope

The project included a comprehensive visual identity redesign. The identity was designed as a scalable system rather than a single logo, allowing WaterFire to maintain a consistent presence across a wide range of physical and digital touchpoints.

  • Logo and brand identity

  • Photography

  • Lamp banners

  • Stationery

  • Social media

  • Digital advertising

  • Promotional materials

  • Merchandise​

​​

Visual Identity

  • The new identity evolved into an abstract mark that captures the vibrant energy of fire and the essence of the event. Outlines of the fire logo serve as a container for photography taken during my numerous visits to Waterfire as a spectator and admirer of the beloved event.​

  • The Waterfire logo evokes the essence of fire with abstract triangular shapes and two distinctively styled letter “E's,” combining sharp, angular typography to embody the energy of flames.

  • This versatile branding system allows the abstract fire emblem to stand alone, expanding the identity's reach as a dynamic container for photography and other visuals.​

  • The color palette contrasts warm and cool tones, deliberately chosen to reflect the water and fire elements central to the original brand identity and theme.​​​

​

Results

The rebrand transformed WaterFire's long-standing identity into a flexible visual system capable of supporting its continued growth. The new identity:

  • Modernized a brand established in 1994 while preserving its cultural recognition

  • Created a distinctive visual language inspired by fire, water, light, and movement

  • Established a flexible system that could scale across print, digital, environmental, and merchandise applications

  • Integrated event photography directly into the brand identity

  • Provided WaterFire with a stronger platform for engaging new audiences while honoring its established legacy

​​​


​​

bottom of page