ART DIRECTION & GRAPHIC DESIGN
EOCY Print+ Digital Fundraising Campaign
SIGNATURE THEATRE
SIGNATURE THEATRE
Duties:
Art direction, graphic design, digital strategy, social media management, mailhouse administration
New York City, November 2022
The Pershing Square Signature Center
at Jim Houghton Way
Since 2019, Giving Tuesday, a global non-profit fundraising event, has become one of the most critical developmental moment of the year for Signature Theatre. Founded 1991, the company hosts a robust playwright residency program as well as community events sponsored in part by Bloomberg Philanthropies.
Goals —
— kick off EOCY Campaign efforts, surpass previous fundraising proceeds by ten percent, increase our email CTR during the two weeks leading up to Giving Tuesday, craft a fresh design language for individual + institutional giving appeals and campaigns
(above) vertical street monitor and story graphics 16:9 – photography by Emilio Madrid, Jonathan J. George and Julieta Cervantes, design and copywriting by Joe Kinnon
This period of crowdfunding needed to be approachable and inclusive for all members of our community while simultaneously welcoming institutional funders’ generosity.
Through individual + institutional giving, we were able to raise over $40,000 in proceeds.
Thanks to our collective efforts with Signature's Development department, we not only achieved our campaign goals but also set new company records, setting the stage for even greater success in the years to come.
16:9 Digital screen monitors, featured across 42nd Street in Manhattan, NYC; photography by Emilio Madrid, Julieta Cervantes, graphic design by Joe Kinnon
Will Brill and Kyle Beltran in "A Case for the Existence of God" photographed by Emilio Madrid
16:9 Story graphic featuring Ariacne Trujillo Duran in "My Broken Language"
16:9 Digital screen monitor and Story graphic, featured across 42nd Street in Manhattan, NYC; photography by Julieta Cervantes, graphic design by Joe Kinnon
16:9 Digital screen monitors and Sto, featured across 42nd Street in Manhattan, NYC; photography by Emilio Madrid, graphic design by Joe Kinnon
16:9 Digital screen monitors, featured across 42nd Street in Manhattan, NYC; photography by Jonathan J. George, graphic design by Joe Kinnon
16:9 Digital screen monitors and Story graphic, featured across 42nd Street in Manhattan, NYC; photography by Julieta Cervantes, graphic design by Joe Kinnon
16:9 Digital screen monitors and Story graphic, featured across 42nd Street in Manhattan, NYC; photography by Jonathan J. George, graphic design by Joe Kinnon
16:9 Story graphic featuring Signature Theatre architecture, The Pershing Square Signature Center
16:9 Story graphic featuring Signature Theatre architecture, The Pershing Square Signature Center
(top) Social posts from Giving Tuesday at Signature Theatre; (bottom) 16:9 Story graphics featuring Signature Theatre architecture, The Pershing Square Signature Center
Quote Reel 2022; Directed by Joe Kinnon, editing by Jonathan George
Interview 2022; Filmed by Jonathan George
INSIDE BROADWAY
INSIDE BROADWAY
Social Media Consultation + Management
For over four decades, Inside Broadway has been dedicated to providing both on-stage and off-stage theater education to public school students throughout all five boroughs of New York City.
To maintain their effectiveness in the non-profit sector, the organization recognized a need for a digital upgrade.
Goals —
— provide social audit, craft a design language that integrates the UX design of Meta social channels while respecting the OG branding of Inside Broadway, create content for the brand that appeals to both its’ students and NYC Council Members
Duties:
Graphic design, digital strategy, social media management, community engagement, content creation
New York City, February 2022
Film Center Building
Hell’s Kitchen
With their newly implemented social strategies, Inside Broadway secured funding from the end of 2022 through winter 2024.
As of today, they maintain their commitment to delivering top-notch educational theatre experiences and enjoy ongoing support from the NYC Council.
Inside Broadway's homepage, inspiration and branding to inform social media design language
Instagram Feed showing refreshed style and content
1:1 Email communications and social graphic for touring production of Marc Tumminelli musical
16:9 Email communications and Story post for touring production of Marc Tumminelli musical
1:1 Email communications and social graphic for touring production of Marc Tumminelli musical
Instagram Feed showing refreshed style and content
Press day for "My Town!" at Ripley Studios, 2022
1:1 Email communications and social graphic for Hispanic Heritage Month at Inside Broadway
Instagram Feed showing refreshed style and content
Inside Broadway Twitter (X) feed, 2022
REV THEATRE COMPANY
REV THEATRE COMPANY
Rebrand + Non-profit Outreach Campaigns
REV Theatre Company breathes new life into timeless classical plays, showcasing them in unconventional, site-specific performance spaces such as cemeteries, art museums, bars, parks, and more. As a non-profit organization, they generously provide free theatre classes to children in the tri-state region, often in collaboration with the YMCA and the Boys & Girls Club of America.
Duties:
Art direction, graphic design, digital strategy, social media management, mailhouse administration
Philadelphia, October 2019
Laurel Hill Cemetery
Fairmount Park
Achievements —
— Increased email-list CTR to 60%
— Increased email-list by 800 members
— Increased website visits
— Gained larger social channel following
— Partnered with local organizations for increased ticket sales and engagement
Spearheading several EDIA (equity, diversity, inclusion, accessibility) initiatives, I successfully developed an intuitive website on Wix for the organization. This website served as a gateway for community members in the Philadelphia region, providing easy access to valuable learning resources and information about other commendable organizations working towards positive change.
One of the most intriguing aspects of this project was the need to seamlessly blend macabre aesthetics with a family-friendly and inclusive outreach approach. It presented a unique and thought-provoking challenge for my first professional advertising position.
(top) REV homepage, desktop; (bottom) fundraising campaign for the company, managed by Joe Kinnon
(top) REV reviews page; (bottom) social posts, 2020
Civil Resources page, 2020; revtheatrecompany.org, designed by Joe Kinnon
Civil Resources page, 2020; revtheatrecompany.org, designed by Joe Kinnon
ETTA GROVER
ETTA GROVER
Personal Branding +Website Styling
Etta Grover, a versatile talent based in New York City, excels in acting, dancing, singing, and modeling.
To elevate her career, she realized the need for enhancements to her self-built website. She wanted me to create a flexible yet straightforward branding solution for her web presence and social channels.
Duties:
Graphic design, Squarespace installation, CSS coding
Philadelphia, April 2021
Pine Street
Rittenhouse Square
Goals —
— Simple branding for a non-designer
— Construct client portal using Notion
— Draft Story templates
— Influencer consultation
— Construct design guide for social posts and Squarespace updates
With her new site, Etta secured contracts that better align with her personal values.
Screenshots from ettagrover.com, designed by Joe Kinnon
Preliminary work before moving our mockup into Squarespace
Preliminary work before moving our mockup into Squarespace and brand guide
Portrait of Etta Grover used in web design
ettagrover.com homepage
ettagrover.com homepage, about brief
QUIARA ALEGRÍA HUDES
QUIARA ALEGRÍA HUDES
Duties:
Art direction, model casting and styling, prop styling, photography direction
Philadelphia, April 2021
Pine Street
Rittenhouse Square
Editorial
Photo-response
(above) “My Broken Language” Lorenza and Marisa – photography Jonathan J. George
Our photo project drew inspiration from Quiara's formative years in 1990's North Philadelphia, a time when she found solace in the written word and drew her concept of womanhood from the lovingly courageous women in her family.