Marketing at BAC

One of the biggest parts of redesigning Brookline Arts Center’s identity was changing how we visually represented our programming, which is our most important revenue channel.

The solution? Bringing visual hierarchy without sacrificing playfulness, using harmony without sacrificing visual interest, and integrating different types of visuals without sacrificing continuity.

Below are some of my favorites.

Website Redesign

If our marketing was going to be successful, our website needed to provide an excellent landing for prospective students or visitors. But, the confusing, text-heavy BAC website of old was in serious need of a refresh.

Take a live look here.

Highlights

Exhibition Archive

A simplified, navigable, and comprehensive log of all BAC exhibitions. It’s difficult to get lost with clear page directions.

(Click here for the before)

BAC Mission & About

Immediately, visitors know what we’re about. Because BAC does a lot, it’s vital that our explanation of who we are is easy to find and understand.

(Click here for the before)

Homepage & Navigation

On our old site, our homepage was our “Support” page, causing confusions and click-aways.

With linked colorblocks and a header image that change alongside simplified navigation, getting where you need to go is simple regardless of your familiarity with the internet.

(Click here for the before)

Print Materials

The everyday printed materials that show our community in Brookline and beyond that we, first of all, exist, and second of all that we are a serious institution of artistic learning.

Seasonal Schedules

Brochures

I wanted the BAC brochures to feel as fun as those Scholastic book order forms we used to get in elementary school. Enter: coloring pages, mazes, and posters.

Yes, I did put stickers on 6500 brochures every season.

Fall 2025 full brochure

Example of the standard design for our spring, fall, and winter brochures. The back side of this brochure includes a maze, while others have included:
- coloring pages
- hidden objects
- origami and papercraft instructions
to recycle the brochure

Summer 2025 full brochure + interaction

For our most popular season, we joined forces with our instructors to create a coloring page on the back of the summer brochures.

For still photos, click here.

Fall 2025 mailed postcard

Summer 2026 Registration Reminder

Social Media Materials

Whether it was Instagram, Facebook, TikTok, or Pinterest, we made sure that we were reaching creativity-curious people all across Boston.

If you’re curious, here’s what it looked like before.

Design Approach:
Previously, BAC social media had little to no rhyme or reason. A wide mix of different templates, fonts, and even voice made for a confusing presentation of our offerings.

So, looking at what was trending in the art world on social media, we tailored our social media to be more authentic, cohesive, and engaging while still being family-friendly and approachable. As a final touch, we brought in photos from BAC’s extensive archive to show that we’re here to stay.

Promotion Approach:
Alongside our social media accounts’ built-in tools, we also used class registrations to get a comprehensive look at our audience demographics and where we might be missing out on opportunities. Then, we designed/wrote different content for those groups, making sure that their hyper-specific interests and behaviors were accounted for.

Result:
From February 2024, we gained 2500+ followers on Instagram, 32% of which were from our sponsored content, our enrollment numbers increased by hundreds, and our events routinely sold out.

Example Video Work(click for captions and more context)

Example Static Posts(click for captions and more context)