In fall 2025, SAM embarked on a pivotal change in overall marketing strategy, shifting focus from promoting individual exhibitions to a holistic, integrated brand narrative. Going forward, seasonal campaigns will highlight SAM as a dynamic part of Seattle’s cultural life with multiple sites offering robust exhibitions, programs, and immersive experiences.

As part of this shift in strategy, we produced refreshed brand guidelines, new exterior branding, and presented our first seasonal campaign identity highlighting museum offerings during the winter months. 

The SAM Brand also appears inside the building, branding large institutional initiatives, long-term installations, and printed materials. 

My Role
I lead our creative campaign development timeline and workflow and the production of our creative asset suite from kickoff and throughout the duration of the campaigns. 

Since this was a new strategic approach, I played a key role in shaping the campaign development process across the Creative Studio, Integrated Marketing, and PR/Communications teams, offering recommendations around scope, cadence, and ongoing collaborative touchpoints in order to produce our best work.