Introducing Miami Beach's Contemporary Art Museum, the Transformation of a Collecting and Exhibiting Institution since 1964

When I joined the museum in March 2016, the building had been closed for several months, in the midst of a major renovation. Quickly, I was tasked with developing the marketing and communications plan for the pending reopening, centered on an institutional rebrand. I worked alongside a graphic designer on my team and hired a NYC-based PR firm, SUTTON, to reposition the museum from a small regional exhibition space to an international contemporary art destination. Positioned as Miami Beach’s contemporary art museum, I created the 5-year strategic marketing and brand strategy to build public awareness, grow audiences, fundraise, and establish the nonprofit as a leading cultural institution. 

My team and I launched a new visual brand identity, collaborating with design studio Project Projects (now Wkshps), encompassing a new logo, name, and overarching style guide. By appropriating a moniker long used by locals, the “Bass Museum of Art” became “The Bass,” and the new logo exemplifies this transformation. In addition, we launched a new website, and redesigned way-finding markers throughout the new space. Throughout my time, I served as creative director for our team, leveraging my graphic design background to develop all promotional, curatorial, and educational content, including video, digital media, and print.

During my nearly 5-year tenure at the museum, I established relationships with more than 500 local, national, and international editors and reporters, maintaining a robust press list, coordinating press trips, writing releases, disseminating press kits, leading press tours, and serving as the principal spokesperson alongside our curatorial staff. I secured top-tier media coverage with features in the Financial Times, Wall Street Journal, and T Magazine, reviews in leading industry publications like Artforum, Art in America, and Artnet, and regular inclusion in local publications like the Miami Herald, Miami New Times, and the Sun Sentinel to promote exhibitions, acquisitions, events, and other happenings.

In those years, I was also responsible for driving visitor attendance and engagement and increasing earned revenue. By 2020, before the pandemic forced the museum to close for nearly 7 months, my team and our efforts were essential in more than tripling annual attendance to over 75,000 visitors, and directly contributed to more than 50% of annual earned revenue. I managed a budget of approximately 15% of the total operating funds, serving on the leadership team and helping to build the general ledger. 

Additionally, I served on the committee that developed programming, events, and partnerships to drive awareness, increase attendance, and support fundraising revenue, including the annual gala sponsored by luxury brands Alexander McQueen and Chanel, along with local and global brands like Art Basel Miami Beach, The W South Beach, Faena, Chloé, and Tory Burch, among others. 

Below is a selection from the 941 clippings I recorded from this work over the years. You can also read most of my original copywriting and see the logo, brand Identity, and website referenced above at thebass.org.