Shining Light on Lux
Through the generosity of Mires and a group of San Diego creatives, an innovative new art museum undertakes a major capital campaign
San Diego, CA, September 1, 2004—Mires, the largest brand design firm in San Diego, continues its commitment to the
arts with the completion of a major fundraising brochure for the Lux Art Institute. The creation of this large-scale piece
is an excellent example of the generosity and commitment needed to support many of Southern California’s cultural
institutions. Organized and managed by Mires, the project came together through the pro-bono work of an in-house designer
and writer, illustrators, photographers and a local printer. These donations, totaling more than $50,000 in value, have
helped Lux develop an important outreach tool for a nominal out-of-pocket investment.
The Lux Art Institute is an innovative museum under development in North San Diego County. Through a groundbreaking
artists-in-residence program, Lux will offer the public a unique insight into art and the creative process. When it
is completed in 2006, Lux will be the only institution in the country that includes an onsite residence for artists
from around the world, providing an experience that goes beyond that of traditional museums.
Mires principal and creative director John Ball has played an important role in the development of Lux. From a
communications standpoint, Lux has faced two primary challenges: how to convey the Lux concept—which lacks precedence
in the art world—to the public and how to create a strong presence while operating without a physical location.
A founding board member, volunteer and long-term strategic partner, John has worked closely with Lux to successfully
promote the Institute through a series of captivating invitations and other expressive materials—including a
newsletter, growing website and documentary-style film. John and Mires’ collective efforts have helped Lux communicate
its unique vision and personality and attracted a committed group of donors and volunteers.
As further testament to the success of its marketing program, Lux has earned multiple awards for design excellence from
the American Association of Museums and has generated substantial interest within the national arts community. Lux began
construction of its artists residence and administrative offices last December, with exhibition space to follow in a
second phase. Current plans call for the $8-million, two-year project to host its first artist-in-residence in 2006.
About MiresBall
Founded in 1984, MiresBall is one of the largest independent brand design agencies in Southern California. A trusted partner of leading national and global brands, MiresBall creates market differentiation by bringing together two powerful ideas—lifestyle and innovation. The agency’s expertise lies in developing and implementing fully integrated marketing campaigns encompassing positioning, identity development, messaging, advertising and print, packaging, tradeshow environment and Web design. For more information about MiresBall, visit www.miresball.com.
About Lux
Titled “institute” and not “museum,” Lux’s concept is both dynamic and novel: to
foster the creation of art inspired by Southern California’s natural habitat. Lux attracts nationally and internationally recognized
artists to the region for its artist-in-residence program and will be the only institution in the country with an artist’s
residence incorporated into its facility. While onsite, artists will produce commissioned works inspired by the natural world.
Lux will also foster insights into the creative process by staging opportunities for active dialogue between visitors and
resident artists engaged in creating. Currently, Lux’s education outreach program of “Traveling Valises” brings original
art to area classrooms and uses art as a springboard for creative thought as well as academic activities linked to
California State Standards. The Lux Art Institute is under construction in Encinitas with a temporary building
on-site at 1550 South El Camino Real. For more information, please visit www.luxartinstitute.com.
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