Institute of Contemporary Art Branding Video
OBJECTIVE
As the Digital Content Intern at the ICA Boston, I noticed there was no short-form video across any platform that effectively introduced the museum to new visitors. To address this gap, I produced a branding video and composed the original music, portraying the ICA not just as a museum, but as a multifaceted experience through highlighting its special events, educational programs, and iconic waterfront views.
As the Digital Content Intern at the ICA Boston, I noticed there was no short-form video across any platform that effectively introduced the museum to new visitors. To address this gap, I produced a branding video and composed the original music, portraying the ICA not just as a museum, but as a multifaceted experience through highlighting its special events, educational programs, and iconic waterfront views.
DESIGN PROCESS
- I explored the ICA’s archives to source footage from various initiatives and past events, then wove them into a cohesive narrative. For example, I arranged clips of people to form the shape of the letter “I” as a visual nod to the ICA’s identity.
OUTCOME
The video received positive feedback from the marketing team, who used it as paid media on Instagram and YouTube, featured it in a TikTok post, and presented it at the fiscal year-end meeting.
The video received positive feedback from the marketing team, who used it as paid media on Instagram and YouTube, featured it in a TikTok post, and presented it at the fiscal year-end meeting.