SECCA, a non-profit visual arts organization in Winston-Salem, North Carolina, opened in 1956 in response to a community and regional need for exhibition space devoted to work by area artists. Since 1972 it has been located in the historic James G. Hanes house (yes, as in Hanes underwear) and gallery wing addition.


Fifth Letter partnered with the new leadership team at SECCA while they were transitioning to an affiliate of the North Carolina Museum of Art in Raleigh.


Working with a new identity design from renowned New York agency, Pentagram, our goal was to effectively convey the message that “SECCA is back” and as relevant and provocative as it had ever been. We brought their new identity to life via printed materials, signage and environmental graphics and online work for web and social media-based pushes.


We also became a strategic partner, helping with initiatives for exhibition and event marketing, and community awareness. For example, we collaborated with the American Institute of Graphic Arts (AIGA) to host an exhibit centered around graphic design, which holds the record for the largest attendance in SECCA’s history.