Center for Puppetry Arts is the United States’ largest organization dedicated to the art form of puppetry. Following their 2015 expansion, I was in charge of revamping the entire visual identity for the Center and creating a brand standard that unified the look of all their communication, both internal and external. The guidelines developed were specific enough to ensure consistent brand recognition, but flexible enough to create an array of materials that reflect the richness and variety of the Center’s programming, and of puppetry in general.