Creative West
People People, a Seattle-based brand strategy and design studio, is proud to unveil the rebrand of the Western States Arts Federation (WESTAF) to Creative West. This transformation marks a significant milestone for the 50-year-old nonprofit, redefining its identity for the first time to better reflect the breadth of creativity and communities it supports.
With a new name, updated messaging, and a modern visual identity, Creative West recommits to its role as a key supporter of artists, organizations, and state arts agencies across the Western U.S. and Pacific jurisdictions.
Creative West is one of six placed-based nonprofit regional arts organizations founded in the 1970s and 1980s and is supported in part by the National Endowment for the Arts. Its mission focuses on distributive action that shares information and resources with communities, seeking partnerships in order to promote cultural preservation and generate creative capacity. Reflecting on the impact of its work and its role in the larger arts, culture, and creative landscape, the nonprofit realized the need for a clear, inclusive, and representative identity that reflects the multitude of communities it serves and encompasses everything it does.
The previous name, Western States Arts Federation, no longer captured the nonprofit's expanded reach or mission. In collaboration with Creative West, People People evaluated input from staff and board members, concluding that the terms “Federation” and “States” felt outdated and restrictive. The new name, Creative West, is inclusive and forward-thinking. “Creative” is broad enough to encompass the diverse artistic, cultural, and creative activities supported by the organization, while “West” honors the geographic diversity of the region. Short, memorable, and timeless, the name better represents the nonprofit’s vibrant identity.
In tandem with a new name, People People developed fresh messaging that better articulates the scope and impact of Creative West’s work. The messaging highlights the nonprofit’s wide array of programs, including direct artist grants, arts advocacy, events, a Leaders of Color fellowship, and technology products like the Public Art Archive and Call for Entry. People People worked closely with stakeholders to craft messaging that is warm, optimistic, and grounded in realism.
Visually, the rebrand strikes a balance between professionalism and playfulness. The new logo is inspired by connection, intertwinement, and transformation—reflecting the complexity and diversity of the Western region. The design features clean, uniform lines with subtle irregularities to symbolize constant evolution and growth. Rounded, approachable typography and a vibrant, nature-inspired palette complete the visual identity, which is designed to be flexible across a variety of uses and future sub-brands.
A new website serves as a hub for Creative West’s programs and initiatives. Built with flexibility in mind, the site includes features like an interactive impact map, a database of recent grantees, and a timeline documenting the nonprofit’s history. People People’s user-friendly design ensures that artists, partners, and the public can easily access resources, find upcoming grant opportunities, and explore the organization’s far-reaching impact.
The rebrand of Creative West stands as a testament to People People’s thoughtful and collaborative approach to brand strategy and design. By helping the nonprofit redefine its identity, People People has ensured that Creative West’s mission, values, and impact are clearly reflected in every aspect of its look and messaging. From the new name to the vibrant, flexible visuals and user-friendly website, People People’s work has positioned Creative West to support and empower communities for the next 50 years.
