Case Studies: Causes / cullen+them

Branding and Website

  • Brand Strategy
  • Identity Design
  • Messaging
  • Copywriting
  • UX Design
  • Visual Design
  • Website Development

We were approached by the Executive Director of New York Live Arts/Bill T Jones Dance Company to rebrand her long-time labor of love, the Young Dance Collective (YDC) and merge it into a larger parent brand. YDC, a nonprofit dance company dedicated to making work choreographed by its own young members, presented an interesting set of challenges. Now in its second generation, one of its founding members had taken over as the artistic director and launched a larger nonprofit arts organization. YDC was being merged into the larger organization, and its leadership wanted to ensure that YDC’s audience and all its stakeholders understood YDC’s place in the larger brand and came along for the ride.


We created a branding system, complete with brand bible, that facilitated the merging of YDC into the new larger organization, while preserving YDC as a distinct entity. Key to this effort was the development of a consistent visual identity across both the parent brand and the sub-brand, and the creation of the parent brand that stood on its own while also supporting the YDC brand. 

We also developed the website architecture, website UX and UI, and developed the website as a custom-built WordPress theme.

Client Feedback

We were in the early stages of envisioning this company when we hired Firmament and I worried that it might be difficult to communicate our ideas and needs. But Firmament was incredibly willing to hear us out and walk through different ideas with us. Working with them helped us to get  clearer about our company and our brand. The end product was incredibly personalized and tailored to our needs. I would highly recommend Firmament to anyone who was interested in taking their website and brand to the next level. 

Hannah Cullen
Founder and Artistic Director