Yerba Buena Center for the Arts

As Director of Marketing and Communications at YBCA, I’m responsible for attracting new audiences and driving attendance to exhibitions, performances, and programs.

Beyond promoting individual shows, I also lead overall brand projects: everything from on-site wayfinding (clear and welcoming), public advertising (bold and succinct ), and co-branded public programs (exuberant and accessible).

I’ve also overhauled our website and digital properties: cleaning up hierarchy, radically reducing explanatory copy, and putting dynamic art experiences front and center.

While incrementally implemented with lean budgets, in total these efforts have steadily increased visitation, better engaged our community, and kept our spaces lively throughout the year.

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CREDITS

Strategy, copywriting, and creative direction: Chris Royalty
Design: Laura Kunkel, Halina Mader
Web: Amelia Maffin and MacFadden & Thorpe