The Kennedy Center
Creating a collective rallying cry for arts in modern America.
The work
In late 2024, the Kennedy Center wanted to refine its brand and narrative. The organization needed to spark connection with diverse audiences without alienating its base. Often in the arts, making room for diversity of expression can lead to an attempt to be all things to all people. We took this challenge head-on, instead using the breadth of the Center’s programming to tell a story about the constant evolution of the arts in America. We created a new story and visual approach that leaned into the idea of the Kennedy Center as “the nation’s cultural center”—a reflection of America’s rich and ever-changing cultural and artistic tapestry.
Our roles
- Brand Strategy Development
- Cultural Research & Insights
- Brand Narrative
- Visual Identity Evolution
The Opportunity
Deeper relevance and expanded access.
Zeus Jones partnered with the Kennedy Center at a pivotal moment in its history. Established in 1971 as a living memorial to JFK, the Center had long been viewed as an artistic ivory tower, known primarily for prestigious events like the Kennedy Center Honors. Despite past efforts to diversify programming and a 2018 rebrand, the institution struggled to connect with broader audiences while maintaining its historic significance.
We asked the question: How can the Kennedy Center honor its legacy while deepening relevance and expanding access? Through our research, we discovered that no other single institution could credibly claim to be "the nation's cultural center". This revealed an opportunity to reimagine what such a center could be—not as a fixed monument to culture, but as a dynamic space that evolves with the nation it serves.
Our Approach
An open door to your creative world.
To do this, we shifted the Kennedy Center’s public voice from that of a legacy institution to more of a welcoming invitation to something that is always fresh—“an open door to your creative world”. This approach re-contextualized their breadth of programming into the Center’s greatest strength—a reflection of America's rich and evolving cultural tapestry. The new brand created clear roles for its two affiliate organizations—the National Symphony Orchestra and the Washington National Opera, as well as its various other programs, initiatives, venues, and genres.
The refreshed design system uses collage as a dominant visual theme, layering multiple elements to evoke the visceral and transcendent experience of engaging with the arts. Colorful accents, bold shapes and textures gave the overall look a warm, tactile quality. We shifted the photography approach to capture audience reactions—not just artists on stage—showcasing moments of intimacy and emotion.
Our work recognized that America's cultural story is ongoing and multifaceted. We helped the Center find its role not as a gatekeeper of culture, but as a platform where this story continues to unfold. This meant embracing both traditional and emerging art forms, celebrating established and new voices, and creating a space where all people could see themselves reflected.
“We are excited about the possibilities—this narrative is intertwined with our mission.”
Kim Cooper, SVP of Marketing at The Kennedy Center (December 2024)
The Outcome
Inclusive, beautiful, inviting.
The new brand narrative resonated deeply across the organization and with audiences. Center leadership praised the framework for being "incredibly inclusive, beautiful and inviting." The approach successfully bridged the gap between honoring tradition and embracing change, with stakeholders noting it wasn't "a leap across the rubicon" but a natural evolution. By positioning the Kennedy Center as a meeting point for cultural ideas, we helped transform it from a monument to the past into a dynamic platform for America's ongoing cultural conversation.
Our team
Amanda Zweerink
Beth Larson
Erica Schlaikjer
Jordana Rothman
Sarah Youngquist
Client team
Kim Cooper
Derek Johnson
Scott Bushnell
