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The new look Jamaica Cultural Development Commission (JCDC) was presented today (Feb. 18) at a rebranding ceremony, which included the unveiling of a new logo, a museum, gift shop, and refurbished facilities.
Addressing the ceremony, held at the agency’s Phoenix Avenue offices off Hope Road, Minister of Youth, Sports and Culture, Hon. Olivia Grange, commended the JCDC for continuing to fulfill its mandate, noting that the creative and cultural industries offer tremendous potential for the turn-around of the Jamaican economy.
Miss Grange said the Ministry is establishing world class standards and best practices in the creative industries, rooted in the Vision 2030 plan, which seeks to make Jamaica a place of choice to work, live, raise families and do business in 20 years.
She said that the rebranding is the first major public initiative of the JCDC’s comprehensive three-year strategic development plan. “This phase of the programme includes rebranding and re-imaging, enhanced policies, and new programmes to unearth and develop talent,” Miss Grange told the gathering. She informed that a new JCDC Board is to be appointed in the coming weeks.
The new logo, designed by Advertising Agency, WaterWorks Limited, has as its main element the national humming bird and other features, which together “symbolise a culture that is ebullient, bold, and even brash, yet graceful.”
Set in landscaped surroundings, the freshly painted buildings at the JCDC’s headquarters now boast artistic murals depicting all areas of the arts under a project called ‘If Walls Could Talk’. The team of artists captured the spirit and energy of the Jamaican people, while representing the various JCDC competitions.
In addition to a well appointed staff lounge, the JCDC offices have been refurbished to include a souvenir gift shop, and a museum of musical instruments and information on traditional folk forms.
The work was undertaken at a cost $3.5 million, with the private sector contributing about 90 per cent of the amount.
Meanwhile, Miss Grange disclosed that discussions are ongoing with the Creative Production and Training Centre (CPTC) and the Caribbean Institute of Media and Communication (CARIMAC), regarding internships at the JCDC for final year production students. “We feel that this will greatly enhance JCDC programmes, while the commission contributes to education,” she said.
Miss Grange said the Ministry is also seeking to consolidate some of its field services offices such as the Social Development Commission (SDC), with other entities within the Ministry. “We are striving for greater efficiencies during this period of limited resources. We have to streamline and share services,” she stated.