Carnegie Museum of Art

TASK: Present a cohesive story for a Pittsburgh institution that honors the organization's impressive history while celebrating exhibitions that are exciting and new.

CHALLENGE: Bridge two very different audiences-- the local attendees looking for an enjoyable art experience, and the international art audience hoping to find the next important exhibition.

SOLUTION: Develop appropriate electronic publications to highlight the exhibitions, spread the word about events, explain the art, and continually tell the museum's story.

Andrew Carnegie established Carnegie Museum of Art in 1896 as a collection focused on finding "the Old Masters of tomorrow." With its highlight on contemporary art, the museum has an extensive collection of visual art, and also organizes the Carnegie International, one of the most significant contemporary art exhibitions in the world. Initially, I was hired to assist with the quadrennial Carnegie International exhibition, but afterwards I stayed on as the museum's Marketing Department.

Before the 2004 Carnegie International, the museum's main communications pieces were its press releases and the occasional mailer. The difficulty of the museum press release is crafting a message that is straightforward enough for the local audience and still pertinent to the wider art world. (Click the images to read a few of the releases that I put together.)


During the 2004 Carnegie International, we began experimenting with e-publications, mostly as a means to highlight the many events going on around the exhibition. I decided to expand upon these for the general museum, and working with the museum's graphic designer, developed two monthly newsletters, one for members and one for the general public. These newsletters helped tell the story of the museum by giving the background behind favorite works of art in the galleries, exploring new exhibitions, highlighting events, and more. (Click the images for sample newsletters.)