Formerly known as ‘The Creators’ Room’, McCarthy recognised the need to align the name with its flagship event, Artstars, to create a seamless connection moving forward. As a result, The Artstart Foundation and Artstart were born, ensuring clarity and a direct link. The design studio developed the vision, “Opening Doors for Young Artists,” encapsulating the very essence of their mission. This vision serves as a simple and focused ethos, providing a robust platform for launching the new identity.

McCarthy developed a youthful and approachable tone of voice to engage with the teenage audience without alienating donors, supporters, and partners. Their concept revolves around 100 coloured pixels, each symbolising a talented young artist supported by the Foundation. These pixels dynamically expand to spotlight the artist's work, putting their creativity at the forefront.