Inspired by the tagline found in the Culture section of the New York Times — “From The Arts Desk” is both educational and entertaining. In this digital-first era, FTAD is designed to inspire, inform, and connect humanity through the arts. Why is it that we lose our creative edge as we get older?

As phase one of this project, meet the edge was tasked with creating an original brand identity. We workshopped designs that incorporated the full word-mark — interweaving the phrase to symbolize the role the arts play in shaping culture, stimulating innovation, and promoting the interconnectedness of diverse societies.

When looking at the primary logo, one may notice the appearance of a desk. This is intentional by design as FTAD wishes to step into the lives of creatives — at their own desk — and share their story.