Unifying Story and
Building Community with
Fine Arts Work Center

Role: Director of External Relations

The Fine Arts Work Center, a prestigious arts organization with a 50+ year legacy, faced the challenge of connecting its rich history with contemporary audiences.

  • Multiple program narratives competing for attention, diluting the organization's core story.

  • Disconnected communication channels creating fragmented audience experiences

  • Preserving an authentic artistic brand voice while expanding digital reach inside a complex stakeholder landscape

Fine Arts Work Center newsletter for September 2023 with a group photo of fellows, text about the fellowship program, and a spotlight on author Michael Cunningham's new novel "Day."
Newsletter featuring Fine Arts Work Center's updates, including an artwork by Elena Kovyllyaeva made with plaster, paper, ink, acrylic, and oil on mosquito net. It highlights the 2024-2025 fellowship, mentioning 20 selected fellows from over 1,400 ap

Action

I adopted a test-to-fail mindset to create a cohesive brand narrative strategy that honored tradition while embracing modern connections.

    • Began building a narrative framework connected to the organization’s five-year strategic plan

    • Focused on preserving artistic integrity by working with writers associated with the organization to develop brand voice

    • Orchestrated content strategy balancing artistic legacy with contemporary relevance

    • Designed an engagement strategy focused on meaningful audience connections

    • Implemented targeted newsletter campaigns sharing artist stories and impact

    • Created narrative-driven social media approach highlighting community connection

    • Led strategic media partnerships to amplify organizational narrative

    • Collaborated with freelance designers and design agencies to create authentic visual storytelling

    • Developed brand-aligned digital content strategy

    • Guided website transformation to better showcase community stories — a centralized location for press

A Closer Look at 2022-2023 FAWC Fellows

Collaborating with local videographer and photographer Michael Cestaro of UpAbove Creative, we created a narrative-rich video featuring resident Fellows. We debuted this video at the 2023 annual fundraiser for our donors.

Results

    • Grew Instagram community by 150% (6,000 to 15,000 followers) through internal alignment and with external agencies

    • Achieved 51% email open rate through compelling narrative content

    • Built engaged subscriber base with 3% click rate (exceeding industry standards)

    • Successfully unified voice across three core programs

    • Strengthened donor engagement through cohesive impact stories

    • Created and continue evolving sustainable framework for ongoing brand storytelling

    • Added new engaged community members through newsletter and social media

    • Enhanced cross-departmental collaboration through shared narrative tools

    • Established FAWC as a leading voice in arts community dialogue

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