Located in the historic streets of Athens, GA, Athens Institute for Contemporary Art: ATHICA is a gallery space that curates a safe place for authentic expression for the local community and artists alike. With the mission to “promote innovative contemporary art and artists,” ATHICA’s community presence was sound, but their digital presence was misaligned. Their organizational identity and mission were not adequately reflected in their visual brand, on their website, or across their social media platforms. To reconcile ATHICA’s impactful presence with its digital representation, our team identified a three-pronged approach resulting in three primary deliverables to better enable ATHICA’s mission. This approach resulted in a new visual brand identity; an updated digital presence; and augmented reality products. The goal with these deliverables was to provide solutions as inspiring, inclusive and innovative as ATHICA itself.