BROOKLYN ACADEMY OF MUSIC

In 2024 I came in as Head of Brand & Creative to solve a perception, positioning, and business challenge. I set out to solve this by developing a cohesive brand strategy to reignite BAM’s relevance through a refreshed identity,
a refined brand tone, a new visual language, & a programming / curatorial strategy in order to rebuilt audience trust.
Here, a sample of various brand strategies developed for BAM.

Brooklyn Academy of Music text over clouds

In Q2 (‘24) I developed a content strategy to rebuild BAM’s social presence, shifting from transactional posts to storytelling that grows our audience, strengthens brand relevance, & sparks deeper emotional connection with our community which has generated broader brand recognition and increase in sales and attendance this season.

Text about content objectives on a red background with a person holding a phone. Emphasizes storytelling, audience growth, community building, and emotional connections for BAM's branding.

Text describing BAM's content strategy emphasizes vibrancy, boldness, and community focus. Blurred image of dancers in motion.

Graphic titled 'Content Pillars' with a colorful sidebar. Four pillars are listed: Archival, Personality, Process, and Performance, each with a brief description of their focus related to BAM's community and programming.

Smartphone with a man's picture and text overlay on a two-tone background.

A smartphone displaying a poster for BAM Intermission event with a red background and images of speakers on a concrete surface.

Smartphone displaying BAM Intermission app with various photos on a colorful geometric background.

Overlay of music performance with red lighting, featuring multiple images of a person playing an instrument and the word 'Music' in large text. Additional text includes 'BAM Music Strategy & Brief' and decorative arrows.

In Q3 (‘24) I developed a live music strategy that repositions BAM as a home for
emerging sounds.

Aligning with Brooklyn’s creative pulse &
our institutional values, broadening our curatorial lens to spotlight next-gen artists, deepen cultural relevance, and rebuild trust with younger, diverse audiences.

"BAM's Purpose" text with a goal to provide a space for artists and curious people, next to an image of two people at a grand piano."

Musicians performing on stage with "02 Strategy" text overlay, featuring a female singer in a green outfit, two backup singers with microphones, and a guitarist, under a spotlight.

Black and white photo of a lively concert crowd with people raising their hands and cheering, next to text discussing the essence of Brooklyn and its cultural diversity.

Presentation slide titled 'Broadening Our Audiences' featuring a pianist playing a Yamaha grand piano on stage, a singer performing under stage lights, and text outlining strategies for expanding audience reach through awareness and internal planning.

Colorful image of a person singing into a microphone with "The Brief" text overlay.

Collage showcasing global music artists Amani Gold from Brooklyn, Maustetytöt from Finland, Vintage Culture from Brazil, and Pana! from Brooklyn. Features photos of each artist or group, with text emphasizing global and local music curation at BAM.

Six smartphones displaying promotional posters for BAM Free Music Thursdays. Each screen shows a different artist's image and name, such as Angelica Garcia, Bilal, and Bik Odyssey, with artistic color overlays in green and red hues.

Poster for BAM Free Music event featuring Bilal, Thu Jan 9 at The Adam Space, with abstract artistic design.

Execution of the strategy resulted in a refreshed music programming vertical for BAM garnering over 75% increase in audience growth, reach and attendance.

In 2024 I was tasked with redefined BAM’s voice to reflect who we are not just what we do in Brooklyn’s spirit:

Bold, conversational, and purpose driven.

It now provokes, connects, and invites genuine community participation.