Whitney Biennial
Problem: Whitney Biennial, the longest running and most comprehensive survey of American contemporary art and the Whitney Museum's biggest exhibition, is an essential event for the art world. For the Whitney Biennial 2024, the museum wanted to find a new narrative to convey to new audiences outside the art world that this exhibition is for them too.
Insight: Culture happens in the space between the art world and the real world. Contemporary art is a reaction to current events in society. The role of the artist is to use various mediums to respond to, prompt new questions and propose new ideas to social issues: to spark conversations. The Whitney Biennial has always been committed to platforming emerging voices, new ideas and experimental mediums. More than an exhibition and work "on view," it is a lively convening space between the art world and the real world.
Solution: Create a high level evergreen brand narrative that shares this new story and a WB 2024 content strategy that conveys to new audiences the Whitney Biennial as a lively, convening space for them to be in conversation about what is happening in America, now.
Role: Creative and Strategist for brand narrative, 2024 marketing / comms planning and net-new ideation for new partners, such as Hyundai.
"The Whitney Biennial isn’t what it used to be. Once, it was mainly for the inhabitants of that strange royal court we call the art world — for insiders, in other words... It is no longer a gathering of warring, incestuous tribes of gallerists and curators and hangers-on but an outward-facing event for everyone interested in art and culture and the issues that face humanity as a whole. The show isn’t for people like me; it’s for the public."
- Jerry Saltz, Vulture Magazine
Whitney Biennial 2024 teaser tells the historical and culture-making story of the Whitney Biennial.
Whitney Museum and MTA partnership ties the WB to NYC through a public art installation featuring famous historical Biennial works inside subway stations across Manhattan, Brooklyn, Bronx and Queens so 8 million commuters can engage with art on their daily commute.
"Putting Artists on the Map" Whitney Biennial Hidden Art History map that reveals locations and ties Biennial artist work that is part of MTA Arts & Design's art underground.
