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Wayfinding
Exhibition Date
May 28, 2023 — September 10, 2023
Scope
Exhibition Branding, Spatial Design, Multi-Channel Campaign, Event Creative, Photography Art Direction
Project Impact
Budget: < $3,000 (including all print runs)
Press Highlights: Los Angeles Times, KCRW, Artillery Magazine, Carla, Ceramics Now, Beverly Press
Media Strategy: Multi-channel organic toolkit + in-kind radio trade spots
For Craft Contemporary’s third clay biennial, Wayfinding, traditional dialogues pitting art against craft were left behind to present 14 contemporary artists exploring deep ecological and ancestral interdependencies. Working closely with the curator, I led the physical gallery layout, internal wayfinding graphics, and environmental color choices to optimize visitor flow. The resulting environment utilized custom, low-profile pedestals to ground the artwork and intentional lighting to emphasize the material contrast of raw, unfired clay textures.
To scale this vision efficiently under strict financial constraints, I engineered an adaptable digital toolkit consisting of newsletters, web banners, and cohesive social media packages. These assets were distributed directly to the participating artists to amplify our reach organically while maintaining strict institutional branding consistency. The campaign culminated in a high-impact opening reception event and maximized community storytelling, turning a hyper-lean budget into widespread regional acclaim and premier cultural press features.
