Reimagining a Beloved Experience: 1 Million Visitors Annually, Contributing Over $149 Million to the Local Economy

Project: Providence Waterfire

Role: Graphic Design, Photography

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Brand Vision

• Founded in 1994 by Barnaby Evans, Providence Waterfire is a non-profit arts organization committed to revitalizing the urban experience in Providence, RI. Through its iconic Waterfire events, the organization engages the community and transforms the city.

• Over the years, it has expanded to feature fires along all three rivers of downtown Providence, along with the Waterfire Arts Center. With the original branding established in 1994, it became essential to develop an updated identity that reflects their growth and mission. ​

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Brand Position 

• Waterfire’s mission is to be the central location for arts in Rhode Island. It aspires to engage the community and provide a sensory experience that creatively transforms the city while valuing the contributions of all artists, and reflecting the true diversity of the contemporary art field, highlighting women artists, artists of color, and underrepresented creatives. ​

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Brand Pillars

• Community and Inclusion: Bringing people together, cultivating a sense of shared space and experiences that draw diverse crowds and encourage civic pride.

• Artistic and Cultural: A public art installation and immersive, multisensory experience that pushes boundaries in how art interacts with the urban environment.

• Revitalization and Place-making: Reimagines the use of downtown Providence’s urban core, revitalizing public space, boosting tourism, and supporting local businesses.​​

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