Javett-UP

Javett-UP stands with one foot firmly rooted in academia and the other embedded in the public — a centre that believes in the emancipatory potential of the arts in society, holding both the art of Africa and the ancient Mapungubwe collection of gold objects. But the institution's identity had not kept pace with that mandate. The brief was a brand refresh: an identity aligned with Javett-UP's mission and vision, and with its place as a serious and respected art museum. The deeper problem was twofold — a misalignment between what the institution stood for and how it presented itself, and a public in Tshwane it had yet to fully understand and reach.

Before designing anything, BBA Liminal convened a brand alignment workshop with Javett-UP — surfacing where the existing identity and the institution's vision had drifted apart, and agreeing how those misalignments would be remedied so the institution could be elevated to its rightful standing.