OPPORTUNITY

A 4-part negative series about the museum launched in the Baltimore Sun on my first week on the job. I immediately began rebuilding press relations, brand equity, public awareness, and articulating the museum's value. Buttressing this was a redesign of all communications to have a consistent visual identity across materials and to strengthen brand recognition. The new templates were inspired from the dramatic architecture and color palette of the building, to serve as a constant reminder of the museum itself. 

Art Direction Sample

LEWIS MUSEUM OF
MARYLAND AFRICAN AMERICAN
HISTORY & CULTURE

“Helen is collaborative and delightful.”

- VP of Marketing and Engagement Strategy, National Aquarium
Emma Wesoloski

Results
  • 250% increase in YouTube watch hours and views
     

  • 100% increase in site visitors, time on site after redesigning AVAM.org
     

  • 100% increase in email list 
     

  • 100% increase in Google search views in less than a year
     

  • 2 million views of Google profile in Q2 2021 after launching Google Business profile strategy
     

  • #1 Facebook following of Maryland art museums
     

  • 2x-4x the average CTR of Google Ads
     

  • Voted Best Museum and Best Tourist Attraction in Baltimore Sun Readers' Choice Awards, 2021

 RESULTS

  • Broke attendance records for MLK Day, Kwanzaa, spoken word, and history lecture series
     

  • Partnerships include: Smithsonian Channel, Amtrak, Mocha Moms, AIA, Chesapeake Shakespeare, Comcast, McDonald's
     

  • Sold out Dance Theater of Harlem for the first time since it performed at Murphy Fine Arts Center
     

  • Expanded and upgraded image library with professional-grade photography
     

  • New York Times, Washington Post, CNN, NBC, Time, USA Today among earned media

​RESULTS continued

 

  • ​800 media mentions in 1 year
     

  • 530% growth in e-list subscribers with 100% of that growth in the first year alone
     

  • 700% increase in attendance to African American Children’s Book Fair event over three years
     

  • Matched Facebook engagement of museums with 4x the followers.  
     

  • Media hits from The Kinsey Collection exhibit matched that of its three prior tour stops, combined.

ART DIRECTION / DESIGN

PRESS SAMPLES

15 New York Times Devin Allen.jpg

VIDEO

PRESS SAMPLES

VIDEO

handled storyboard, script, talent recruitment, logistics

Visit Inside the Reginald F.  Lewis Museum
Play Video

SOCIAL EXAMPLE

Audience engagement matched that of museums
with 4 times our following.