The New Day Campaign was a start-up community art initiative founded by artist, curator, and organizer Peter Bruun. We were hired in 2015 when the project was originally envisioned to run for a single 3-month season in Baltimore. As it turned out, the project ran for three more seasons over three years due to its large impact and community support in Baltimore and across Maryland. On this project we were the marketing lead on a collaborative team of Baltimore-based creatives organized and led by the client. Our collaborators included Brown Hornet Design, Port Street Design, and a crew of fantastic event management, exhibition production, and other freelancers.
Our first challenge was to brand, launch, implement, and market the initiative in a whirlwind three months. Our client had already created and curated brilliant programming: 92 days, 16 art exhibitions, 63 free public events, and a community outreach campaign. Our collaborative team needed to create every foundational element of a brand and marketing system to ensure the programming reached the client’s intended audiences. These included the brand identity and messaging; a launch marketing plan; a marketing system (website, social media, print and digital collateral), the content needed for all those channels, and the myriad tools needed for a successful brand launch and marketing campaign. Challenges in subsequent seasons were integrating each new season’s theme into the initial brand in ways that allowed for the brand’s expansion while also anchoring it with consistent brand and marketing content season to season.
Create a brand that brings the client’s inspiring mission and vision to life on an accelerated timeline. Infuse the brand through all marketing channels from the Campaign’s initial launch through its finale. Ensure the effective implementation of marketing efforts each season. Tap the power of a talented collaborative team.
For the inaugural season, we created the brand strategy, wrote the brand content, consulted on all design strategy and website build-out, and directed the build-out and implementation of a fully integrated multichannel marketing system.
After the first season, our role shifted to ensuring marketing efforts and assets were in alignment with the brand, each season’s theme, programming, and marketing goals. We led brand strategy and management, marketing strategy and management, copywriting, and collateral production. We worked closely with our collaborators.
“The most valuable contributions of Asana Consulting were to bring discipline, clarity, competence, commitment, passion, and intelligence to each and every aspect of the Campaign. Whereas I tend towards impassioned and attractive ideas, Asana reigns it in to be digestible and understandable for all audiences. Asana Consulting clarifies mission, and builds a strategy around meeting it and speaking it.”
