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Dancer leaping behind The Kitchen logo.

The Kitchen
Home of the Avant-Garde

The Kitchen, one of New York City’s oldest nonprofit alternative art centers, is dedicated to offering artists opportunities to create and present new work across the disciplines of dance, film, literature, music, theater, video, and visual art. As the organization embarks on a new chapter with a groundbreaking renovation of their Chelsea space, they chose to partner with Pacific to rebrand the expansive and experimental home of the avant-garde.

Embracing the chaos of The Kitchen’s past design vocabulary, Pacific developed a flexible and generous visual system that incorporates design elements that both reflect and anticipate the innovative ways the organization collaborates with artists. Beginning with the creation of a comprehensive brand book and launch of a new website and digital identity, our work with The Kitchen continues to highlight the critical work they perform as an experimental arts organization in New York City.

BrandingCreative DirectionFilmWebsiteBrand GuidelinesStrategyMerchandise

White text in all capital letters reading THE KITCHEN is centered on a solid black background.
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A vintage photo of a bearded man in a checked jacket and a woman in a black dress sitting side by side. Text reads: Harmony Holiday Black Backstage, Mar 21 - May 25, The Kitchen.
A website section titled STREAMING NOW features three highlighted video programs with images and labels, including a dance performance, a close-up of eyes behind glasses, and a partial abstract artwork.
Two people work with electronic equipment at a table. Large bold text in front lists art forms: EXHIBITIONS, TALKS, PERFORMANCE, DANCE, MUSIC, FILM/VIDEO, LITERATURE, RESIDENCY. Header and search bar appear at the top.
Black and white poster with four repeated faces in profile at the top and bold, handwritten text SONIC YOUTH across the center. The image has a raw, punk aesthetic.
Screenshot of the ON MIND magazine website homepage, displaying the large title ON MIND and sections for News, Essays, Conversations, and From the Archives, with two featured articles shown below.
Screenshot of The Kitchens website calendar page showing programs and exhibitions for January 2024. Events include Wong Kit Yi Dial 432 to See the Light and a colorful sticky note graphic beside the calendar.
Black-and-white photo of an art gallery with tables, chairs, and a staircase; timeline text describes The Kitchen’s history from June 1971–1973, mentioning founding artists and early events at the Mercer Arts Center.
A sculptural object resembling a textured, round sponge with white fibers and a glass perfume vial is displayed on an online shop page, alongside a shopping cart summary and checkout button.
Four smartphone screens display The Kitchen’s website featuring event listings, a searchable archive, a graphic artwork, and an interactive calendar, each with images and text on a white background.
The Kitchen Website Mobile

The Kitchen Website — Always On. On View, On Screen, On Film, On Mind... Online.

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Bright green, shiny letters TK with a beveled 3D effect are centered on a solid blue background.
Red block pixels arranged on a white background to form the letters TK.
A black outline drawing of the Greek letter pi (π) and the letter k, designed with a wavy, tubular structure on a white background.
Large, bold letters TK with a shiny, metallic blue and black gradient effect are centered on a solid black background.
White text on a black background reads: THE KITCHEN. New York Citys center for experimental art and the avant-garde since 1971.
Black and white business cards for THE KITCHEN, a New York City center for experimental art and the avant-garde since 1971, are shown with bold text and contact details for Legacy Russell, executive director and chief curator.
Three event posters for The Kitchen: Amirtha Kidambi & Darius Jones Angels & Demons on Dec 9, 2023; Leslie Cuyjet with Marion Nov 29–Dec 2, 2023; and Tyler Morse & Nia Nottage launch on Oct 14, 2023.
Black T-shirt with THE KITCHEN in white on the front left chest. The back has large white text: NEW YORK CITY’S CENTER FOR EXPERIMENTAL ART AND THE AVANT-GARDE SINCE 1971.
Two black tote bags with text: the front reads THE KITCHEN in bold white letters; the back says NEW YORK CITY’S CENTER FOR EXPERIMENTAL ART AND THE AVANT-GARDE SINCE 1971 in white, with some words in bold or italic.
A black baseball cap with TK embroidered in large white letters on the front and THE KITCHEN. stitched in smaller white letters on the side. The cap has an adjustable strap at the back.

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