Perth Institute of Contemporary Arts (PICA) – Brand Identity Rebrand

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  • 2025

  • Communication
    Branding and Identity

Designed By:

Commissioned By:

Perth Institute of Contemporary Arts

Designed In:

Australia

The Perth Institute of Contemporary Arts (PICA) exists to provoke. Block reimagined its identity to reflect this — bold, adaptive, and deeply grounded in place. Inspired by the distinct character of PICA’s historic home, the new brand challenges conventions to embody the institution’s role as a fearless incubator of contemporary culture.


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  • CHALLENGE
  • SOLUTION
  • IMPACT
  • MORE

  • PICA required an identity as progressive as its programming. Its historic home — the former Perth Boys School — offered gravitas and architectural distinction, but the existing brand felt constrained and dated. The challenge was to create a visual system that respected PICA’s heritage while projecting its commitment to conversation, experimentation, and risk.

  • Block created a bespoke wordmark, with glyphs proportioned in response to the distinctive arches and windows of the building — not tracing them literally but translating their spirit. A flexible palette of greens replaced traditional fixed-colour systems, allowing greater adaptability. The result is a brand that feels grounded, contemporary, and provocatively alive.

  • The rebrand has reasserted PICA’s position within the cultural landscape. It has enhanced visibility, deepened engagement across platforms, and equipped the institution with a dynamic identity that can evolve alongside its programming. By aligning visual expression with institutional intent, the rebrand invites audiences to encounter PICA with renewed curiosity and energy.

  • •Custom Wordmark: Glyphs inspired by PICA’s architectural forms •Flexible Colour Suite: A progressive, non-exclusive palette of greens •Dynamic System: Designed to shift and respond to diverse programming •Architectural Resonance: A visual identity grounded in place without resorting to nostalgia