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Projects

Here, you'll find a showcase of my recent projects highlighting my expertise in communications, marketing, and creative direction. From comprehensive catalog development to innovative marketing campaigns and visually captivating infographic content, these projects reflect my dedication to excellence and passion for storytelling. 

Maryland Hall 2023-24 Season Catalog Development

PROGRAM OVERVIEW: CONTENT AND DESIGN

CLIENT:

 Maryland Hall for the Creative Arts

OBJECTIVE:

To create a comprehensive catalog showcasing the diverse range of programs, classes, performances, exhibitions, and special events offered by Maryland Hall for the Creative Arts, partners/sponsors, and its resident companies while lifting the organization's mission, vision of Art for All.

OVERVIEW:

Maryland Hall for the Creative Arts is a multipurpose cultural arts center housed in a repurposed historic high school building. The center hosts live theatrical and music performances, art exhibitions, classes in various art forms, and community outreach programs. Additionally, it serves as the home for four resident companies: Annapolis Opera, Annapolis Symphony Orchestra, Ballet Theatre of Maryland, and Live Arts Maryland. The main objective of the catalog was to promote and advertise the center's 7 sub-brands to the public while incorporating the 4 resident company highlights.

ROLE:

As the project lead, I spearheaded the conceptualization and execution of the catalog, working hand-in-hand with the branding consultancy and internal teams to ensure alignment with Maryland Hall's vision. I was responsible for overseeing all aspects of the project, from initial planning to final delivery, leveraging my expertise in marketing, creative direction, and project management to bring the catalog to fruition. My role involved adhering to brand and style guides, strategic decision-making, creative ideation, and meticulous attention to detail, resulting in a catalog that not only informs but inspires, fostering a deeper connection between Maryland Hall and its audience.​​

SCOPE OF WORK:

  • Collaborated with a branding agency to facilitate the roadmap and development, initial narrative and copy, art direction, and life cycle of the catalog.

  • Developed and curated images, content, and design elements for the catalog, including overview sections for Maryland Hall and its sub-brands.Provided proofreading, structural guidance, budget maintenance, and timeline management from ideation through to fruition.

 

  • Worked closely with a printing company to approve samples and ensure high-quality production standards.

 

OUTCOME:

  • The catalog served as a comprehensive guide for patrons interested in participating in Maryland Hall's programs and events, effectively showcasing and streamlining the center's mission and vision of "Art for All."

 

  • Through strategic collaboration and creative direction, the catalog successfully promoted the diverse offerings of Maryland Hall and its resident companies, enhancing community engagement and participation in the arts.

 

NEXT STEPS:

Continued collaboration between Maryland Hall and its partners to update and maintain the catalog as a template for future program cycles. Ongoing evaluation and refinement of content and design elements to ensure alignment with the organization's mission, vision, and values.

VIEW FULL CATALOG BELOW:

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The Hall is Home
Shared Messaging Campaign

PROJECT TITLE:

The Hall is Home Campaign

 

CLIENT

Maryland Hall for the Creative Arts

OBJECTIVE:

To address the perception within the community and among resident companies that the four esteemed resident companies of Maryland Hall were not receiving adequate promotion and recognition, and to showcase them as integral members of the Maryland Hall family.

MY ROLE:

I spearheaded the conception, development, and execution of The Hall is Home Campaign. Leveraging my expertise in strategic communication planning, brand messaging, and creative direction, I collaborated closely with resident companies and community stakeholders to understand their concerns and aspirations. I facilitated the narrative and devised a comprehensive multichannel marketing strategy aimed at elevating the visibility and recognition of the resident companies within the community.

Working hand-in-hand with branding consultants and cross-functional teams, I oversaw the production of compelling content, including individual resident company video interviews, promotional materials, and digital/tangible collateral. Additionally, I orchestrated strategic branding and messaging initiatives to reinforce a sense of unity and collaboration among Maryland Hall and its resident companies, emphasizing their shared commitment to artistic excellence and community engagement.

I led the execution of targeted outreach efforts, including interactive Open House activations and exclusive press events, to seek and engage audiences and stakeholders in person and amplify the campaign's impact. Through strategic collaboration and creative direction, I successfully transformed the perception of the resident companies from perceived tenants to cherished members of the Maryland Hall family.

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OVERVIEW:

The genesis of The Hall is Home Campaign arose from a collective sentiment within the community and among resident companies that their presence and contributions were not receiving the visibility and recognition they deserved. The campaign aimed to transform this perception by celebrating their unique identities and offerings, positioning them as cherished members of the Maryland Hall family rather than merely tenants.

SCOPE OF WORK:

  • Collaborated closely with resident companies and community stakeholders to understand their concerns and aspirations, ensuring the campaign addressed their specific needs and challenges.

  • Developed and facilitated initial narrative and aesthetics for preparation of a comprehensive multichannel visual marketing strategy designed to elevate the visibility and recognition of the resident companies within the community including: 

-individual resident company video interviews

- regional bus and bus stop ads/city pole banners

- local digital/tangible publication ads (West Annapolis Neighbors, UpStart, Chesapeake Family Life, Capital Gazette, The Baltimore Sun, What’s Up Media, Maryland Public Television)

-joint press releases 

-cross collaborative social media campaign and strategy through shared content calendars (staff, history, behind-the-scenes, upcoming events, and trivia highlights)

- internal and external signage (tv display, indoor/outdoor banners/signage)

-merchandise (notebooks, tote bags, tumblers, magnets…etc)

-digital/tangible promotional collateral (flyers, foldout informational guides, one pager)

-press coverage via Fox 45 live morning television broadcast segment

-integrated and pronounced presence and visibility into the Maryland Hall website

  • Produced compelling content, including video interviews and collaborative promotional materials, that showcased the individual stories and contributions of each resident company, highlighting their nuanced identities and programming.

  • Implemented strategic branding and messaging initiatives to reinforce the sense of unity and collaboration among Maryland Hall and its resident companies, emphasizing their shared commitment to artistic excellence and community engagement.

  • Executed a targeted outreach element including an interactive Open House activation with staff from both Maryland Hall staff and resident companies to engage audiences and stakeholders in person and formally arranged exclusive press activations to foster a sense of pride and ownership in Maryland Hall and its resident companies.

OUTCOME:

  • Successfully addressed the initial challenge of promoting and recognizing the resident companies of Maryland Hall, transforming their perception from tenants to cherished members of the Maryland Hall family.

  • By highlighting their unique identities and contributions, the campaign fostered a sense of unity and pride within the community, leveraging the shared vision of artistic excellence.

Infographic Content Creation and Production 

CLIENT:

Maryland Hall for the Creative Arts

 

OBJECTIVE:

To develop visually engaging infographic content for various medium and marketing channels, including indoor and outdoor vinyl banners, digital invitations, and social media posts, to promote Maryland Hall for the Creative Arts and its diverse range of programs and events. 

 

OVERVIEW:

In response to the need for captivating visual content to enhance Maryland Hall's marketing efforts, we embarked on a project to create dynamic infographic materials tailored for different marketing channels. From vibrant indoor banners to eye-catching outdoor vinyl displays, from sleek digital invitations to engaging social media posts, the goal was to effectively communicate the essence of Maryland Hall's offerings while captivating the audience's attention. 

 

SOCIAL MEDIA POST

4x4 Vinyl Banner

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SCOPE OF WORK:

  • Collaborated with internal teams and external vendors to understand the marketing objectives and target audience demographics.

  • Conducted research and gathered relevant data to inform the content strategy and design direction for the infographics.

  • Developed creative concepts and storyboarded the visual narrative for each marketing channel, ensuring alignment with Maryland Hall's brand identity and messaging.

  • Produced high-quality graphic assets, including illustrations, photographs, and typography, optimized for both print and digital formats.

  • Utilized graphic design software and tools to bring the conceptualized ideas to life, incorporating feedback and revisions as needed.

  • Managed the production process, including printing and installation for physical banners, as well as scheduling and publishing for digital assets. 

PROMOTIONAL COLLATTERAL

ROLE:

I spearheaded the development and production of infographic content to enhance our marketing efforts. Leveraging my expertise in graphic design, visual storytelling, and project management, I collaborated closely with internal teams and external vendors to create visually compelling materials tailored for various marketing channels. From conceptualization to execution, I played a pivotal role in guiding the creative direction, ensuring that the infographic content effectively communicated Maryland Hall's brand identity and showcased the diverse range of programs and events. Through the overseeing of the production process and managing timelines, I ensured the timely delivery of a wide range of digital and tangible promotional materials, the installation of physical banners/signage, and the seamless publishing of digital assets, ultimately contributing to the success of aligned marketing campaigns and initiatives.

OUTCOME:

  • The infusion of visually captivating infographic content into Maryland Hall's marketing efforts across multiple communications channels yielded significant positive outcomes, enhancing the organization's visibility.

  • The artistic streamlining of the infographics contributed to increased audience interest, engagement, and participation in Maryland Hall's programs, partners, and events. Indoor and outdoor vinyl banners served as impactful visual representations of Maryland Hall's brand identity and offerings, attracting the attention of passersby and event attendees alike.

  • Digital and tangible promotional collateral created a buzz and excitement surrounding upcoming happenings, driving higher attendance and participation rates through monthly newsletters, press publications, and internal tv displays.

  • On social media, the infographic posts garnered higher levels of engagement and consumer conversion, including likes, shares, and comments, thereby expanding Maryland Hall's reach and fostering community interaction.

Overall, the strategic integration of infographic content into Maryland Hall's marketing strategy resulted in heightened visibility, audience engagement, and brand awareness, positioning the organization as a vibrant cultural hub within the community and beyond.

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5 X 9 OUTDOOR VINYL BANNERS

16 X 4 VINYL INDOOR BANNER

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SAVE THE DATE/INVITATON

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Media & Press Relations

THE SUNDAY CAPITAL GAZETTE

FOX 45 BALTIMORE

Live 3-Part TV Broadcast 

West Annapolis Neighbors

Featured Article w/ Integrated Ad

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THE SUNDAY CAPITAL GAZETTE

Event Feature/Highlight

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UPStart Magazine

Full Page Ad 

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