Visual Arts Center of New Jersey
Redesigning the course catalog—and reintroducing the brand
The Visual Arts Center of New Jersey is a cornerstone of regional arts education, offering hundreds of classes and workshops each year. When they asked us to redesign their course catalog, it was more than a formatting job—it was an opportunity to overhaul the way the institution communicated with its public.
We used the project to roll out a new brand system, rethink internal processes, and create a publication that saved money, improved clarity, and elevated the Center’s visual presence. This project was the real birth of Stoneroller Cooperative–we moved into full coolaboraton with clients in a way we had only dreamed of before.
Building From the Ground Up
We handled art direction and image creation in-house, photographing classes and studio scenes to give readers a real sense of the space and energy behind the programs.
The result was a bold, contemporary tabloid printed on high-quality newsprint—beautiful, functional, and far more cost-effective than the Center’s previous solution. The change in format also led to major savings on mailing costs while doubling the available space for program information.
Clarifying the Brand—and the Offering
The new catalog became the clearest expression of the Center’s brand in years. The design system allowed new programs to shine while giving returning students a more legible, navigable experience. And because the new visual identity was rooted in flexibility, we were able to build momentum around it across signage, web, and video.
Designing for Sustainability, Not Just Style
The catalog became more than a marketing piece. It became a shared language between staff, instructors, and students—and a public-facing document that reflected the excellence of the programs inside.