Sköna built a system designed to connect, not contain. We developed a brand essence, Creative Current, that reframed the festival as a living network, where participation builds energy and collaboration compounds impact. Ripple Effect becomes the connective infrastructure that links artists, institutions, and neighborhoods, encouraging audiences to ‘be curious’.
A Creative Current for Ripple Effect
The Ripple Effect Santa Cruz Arts Festival was founded as an 11-day, countywide celebration featuring an array of artists and events. With a strong vision and no identity, the festival needed a brand capable of unifying diverse types of artists and art forms into a singular, recognizable cultural force.
Services
- Brand Expression
- Visual Brand System
- Logo
- Marketing Materials
Insight & Strategy
Creative
Drawing inspiration from Santa Cruz’s coastal setting, the visual language is all movement and kinetic energy: currents that gather, expand, and ripple outward, mimicking the collective flow between artists, audiences, and the city itself. The system is alive and responsive, flexing across touchpoints and amplifying the transformation that occurs when one creative act sparks another.
Impact
Ripple Effect has emerged as a cultural institution in Santa Cruz County, unifying organizations and venues into a cohesive movement. The brand generated strong digital engagement and organic peer-to-peer sharing in the lead up to the festival, a signal that it had already begun functioning as the enduring regional fixture it was conceived as.
Working with Sköna has been both fun and inspiring. Their ability to translate our strategy into a stunning identity truly brought our brand to life.
John Kreisa, VP Marketing, Ripple Effect Santa Cruz Arts Festival
Team
Ripple Effect Santa Cruz Arts Festival: Rose Sellery, Co-Founder; John Kreisa, VP of Marketing
Skona: Creative Direction: Lachlan Palmer-Hubbard; Art Direction & Design: Brittany McBride, Maya Jahja; Client Service: Amira Dabbas
