Craft Contemporary / Revitalizing a beloved museum
Opportunity
The Los Angeles Craft and Folk Art Museum boasted a dedicated membership, yet even these loyal supporters felt compelled to justify their commitment. I led a team that crafted a new brand strategy, identity, and name to reflect the museum's evolving narrative. Within a month, we developed a strategic positioning that energized and engaged both existing patrons and new supporters.
Impact
The resulting brand showcases the museum's commitment to its supported artists. A strong, versatile identity that can be manipulated and filled in various ways ensures it will remain fresh and relevant for years to come.
This work was featured in the LA Times when it launched in 2018 as “bringing craft into the now”, as well as the California Association of Museums (CAM) conference in 2020.
Using insights about how the museum chose and showcased artists, I created a strong story to guide the museum's branding and future direction.
Revealing the potential of craft.
We believe in the power of craft. It's our calling to help people discover, understand and experience it.
The art of handcrafting imprints a piece with power. the power to educate, to challenge, to captivate, to provoke, to heal. It's what turns an everyday washboard into a statement on conflict. It's why a night shaping clay can ignite a new appreciation for possibilities. It's how understanding the story behind an object can challenge our view of the world around us.
We champion those who share our commitment to these time-honored practices, those who seek to create, motivate and share.
Our intimate space invites people in, to take a closer look, a second look, a look at life anew. We break down boundaries between art, artist and experience, bringing together a community of local and global makers to share how and why they work. Creating opportunities to connect on a deeper level with art, each other and ourselves.
Following the positioning strategy, I managed a team of naming specialists and creatives for the museum's rebranding. Collaborating with the Director, I helped bring in and manage other partners, such as a website development company.
With limited time and resources, we crafted a plan to engage stakeholders through digital and in-person experiences connected to ongoing events like exhibits and galas. To sustain long-term interest, we proposed sharing exclusive artist content after the launch.
Guided their pivot
During COVID-19, the museum boosted its online presence by emphasizing it’s maker perspective and offering free craft tutorials on social media. Fans could pick up materials at the museum, then follow along at home. This creative approach helped them connect with existing visitors and attract new ones.
You made it this far, so here’s a fun fact about this project.
Baby brain strategy
I was 9+ months pregnant during this engagement and gave our final board presentation 2 weeks before my due date.
(That’s me in the striped dress doing an experience audit!)
