ARTIST PLATE PROJECT
A confident canvas for change
Brand Strategy
Brand Creation
Brand Communication
Production Management
INSIGHT
Construct was invited by Michelle Hellman, founder of the Artist Plate Project (APP), to reimagine the initiative’s identity. APP had launched at the height of the pandemic to support the Coalition for the Homeless in New York. At that time, the city faced its highest rates of homelessness since the Great Depression, giving APP’s mission extraordinary weight. Yet despite collaborations with world-renowned artists such as Cindy Sherman, Jasper Johns, and Virgil Abloh, its visual presence lacked the consistency and authority needed to reflect that mission or meet the demands of digital communication.
IDEA
Construct’s response was to create a bold, enduring identity that positioned APP at the intersection of artistry and activism. We developed a simple, humanist logotype paired with a circular device referencing both the plate’s form and the cyclical relationship between artist, audience, and mission. A restrained monochromatic palette ensured the artwork remained central, while a suite of digital assets was designed for clarity, impact, and shareability. The result was a confident visual language – flexible enough to adapt across future editions, yet strong enough to establish APP as a recognisable cultural platform.
IMPACT
Since launch, APP has raised over $4.5 million in support of the Coalition for the Homeless, with each plate sold funding more than 100 meals for those in need. Construct’s identity has given the project a clear and consistent canvas, amplifying its message and strengthening its credibility among artists, collectors, and socially-engaged audiences. By elevating both its mission and its visibility, we enabled APP to act with renewed confidence as a platform where art directly translates into tangible change.
WITH THANKS TO
