THE CHALLENGE
For six years, Laura Marotta and Stacy Lord have been actively pursuing their dream to create “an equitable arts program in accessible spaces.” But what does that really mean? Communicating how their vision is more than just a community center for arts has been their biggest challenge. While fundraising for a 15-million dollar capital campaign, investors wanted to know they are doing something unique, which they undoubtedly are, but trying to explain their vision in the context of equity and inclusion was challenging to do when the 36,000 historic building they will be renovating is still in disrepair. Together, we had to come up with a creative strategy to show what it felt like to be part of a program that didn’t exist yet.
CREATING AN EXPERIENCE
Our challenge was taking a complex concept and representing it visually in a way their audience could experience the excitement of their endeavor.The core messaging for CreativeHub is centered around “equity” – providing equal access to the arts for all types of people from all different backgrounds. They already support artists throughout the city in a number of ways. We were challenged with depicting how the Hub will become the gathering place and collaborative environment for all artists in the city. We started our storyboard with the culmination of the film on a rooftop of the building that needs to be renovated. There is a 360-degree view of the city, looking out from the intersection of so many different cultural districts. We knew that the symbolism of this space combined with artists of different professions, cultures, and ages could be the expression of their mission, and it did just that. The result was a premiere at their inaugural gala that received a standing ovation and initiated a lot of discussions. The canvas you see at the end created by all of the artists working together was part of the auction for their gala.
From the founder
“I feel seen and heard. For the first time I feel like we have something to portray our vision that for so long has just been an idea in my head but has been hard to convey through words alone.”
THE CHALLENGE
For six years, Laura Marotta and Stacy Lord have been actively pursuing their dream to create “an equitable arts program in accessible spaces.” But what does that really mean? Communicating how their vision is more than just a community center for arts has been their biggest challenge. While fundraising for a 15-million dollar capital campaign, investors wanted to know they are doing something unique, which they undoubtedly are, but trying to explain their vision in the context of equity and inclusion was challenging to do when the 36,000 historic building they will be renovating is still in disrepair. Together, we had to come up with a creative strategy to show what it felt like to be part of a program that didn’t exist yet.
CREATING AN EXPERIENCE
Our challenge was taking a complex concept and representing it visually in a way their audience could experience the excitement of their endeavor.The core messaging for CreativeHub is centered around “equity” – providing equal access to the arts for all types of people from all different backgrounds. They already support artists throughout the city in a number of ways. We were challenged with depicting how the Hub will become the gathering place and collaborative environment for all artists in the city. We started our storyboard with the culmination of the film on a rooftop of the building that needs to be renovated. There is a 360-degree view of the city, looking out from the intersection of so many different cultural districts. We knew that the symbolism of this space combined with artists of different professions, cultures, and ages could be the expression of their mission, and it did just that. The result was a premiere at their inaugural gala that received a standing ovation and initiated a lot of discussions. The canvas you see at the end created by all of the artists working together was part of the auction for their gala.
From the founder
“I feel seen and heard. For the first time I feel like we have something to portray our vision that for so long has just been an idea in my head but has been hard to convey through words alone.”
INTERACTIVE STORY GALLERY
We created a series of photos and videos that were on display the night of the event. We had a description and QR code attached to each 16×20 metal print, displayed on easels throughout the hall so attendees could scan the code and watch a short film about the various artists who were featured in their main film. These prints will also be on display when they renovate their new space so they have ongoing value. This was our first time with this innovative approach to storytelling and it was really well received. We learned that tablet kiosks with headphones are really important for the experience of this gallery style.
INTERACTIVE STORY GALLERY
We created a series of photos and videos that were on display the night of the event. We had a description and QR code attached to each 16×20 metal print, displayed on easels throughout the hall so attendees could scan the code and watch a short film about the various artists who were featured in their main film. These prints will also be on display when they renovate their new space so they have ongoing value. This was our first time with this innovative approach to storytelling and it was really well received. We learned that tablet kiosks with headphones are really important for the experience of this gallery style.
