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The AGB Museum of Art

Creative Strategy & Direction

Engage. Foster. Celebrate.

In three years, I experienced a lifetime’s worth of change. I navigated a post-pandemic shift from a community museum to an academic-hybrid model, helped managed marketing communications during a multimillion-dollar expansion, and steered the ship through two rebrandings following a name change that—to put it lightly—faced significant community backlash. Along the way, we lost our Chief Curator and Executive Director, eventually transitioning fully into a local private college under new leadership.


It was overwhelming, but our small team remained resilient. We built impactful campaigns, curated major exhibitions, launched branded retail lines, and even piloted an all-student design team.


My Favorite Part


By leveraging our new college affiliation, I tapped into the Departments of Communication and Visual Arts to recruit a copywriting intern and four designers.

This was a highlight for me because it allowed me to experiment with new organizational structures and creative direction. More importantly, it gave me the space to coach and mentor students in a high-stakes, real-world setting.


At the end of the day, nothing is more meaningful to me than building a team. Bringing people together, aligning them with a shared mission, and fostering an environment for growth is the most powerful creative engine one can build.

Roles

Creative Strategy: A. Santiago, A. Rich 


Creative Direction: A. Santiago, A. Rich 


Art Direction: L. Yates, A. Santiago, R. Karau


Design: L. Yates, D. Baires, R. Karau, J. Pham, J. Jablonski, K. Jordan, A. Santiago


Copywriting: A. Rich, A. Santiago, D. Baires, S. Walsh

The Brandguide (Detail), 2025

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Every museum awaits a once-in-a-generation moment like this...


Dr. Alex Rich

The Expansion, Dr. Anne B. Kerr Wing, 2025

Vision

Promotion

Promotion

Fulfilling a 30-plus year dream, the Expansion opened to the public on Saturday, January 18, 2025.  

Promotion

Promotion

Promotion

For months, we generated immense buzz between behind the scenes content, ads with the renders, and press sneak peeks and coverage.

The Exhibitions, Riley Karau, Original Designs, 2025

The phenomenal student, Riley Karau, quickly became the clear leader of our student design team. 

Alongside Dr. Alex Rich and Diane Baires, we began redesigning the Museum’s exhibitions to establish a distinct tone for each gallery.

Most of these were hand drawn illustration titles combined with custom types.

Running out of time, all we had were checklists with the items selected in each exhibition.

The designer would have concept conversations with me, present to Dr. Rich, and finals would be printed and installed in-house.

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The Advertising, Selects, 2025

    This project reflects the realization of the dreams of many individuals in our community...


    Dr. Anne Kerr

    Membership

    Between Member Receptions, Community Open Houses, and other special events, our Events, Operations, and Membership teams were consistently 'on.' See some of these highlights for yourself below. During my tenure, I helped grow membership by 71% over three years, peaking at 1,400 paying members and generating over $250,000 in year-over-year revenue.

    Mayfaire-by-the-Lake

    Fifty-plus years later, the now-iconic Mayfaire-by-the-Lake Arts Festival has ballooned into a cultural juggernaut in Central Florida. Working with a single exclusive designer, we developed a comprehensive design system and creative campaign to support the annual event.

    The Membership, Celebrating Community, 2025

      The Festival, Mayfaire-by-the-Lake, Jackllyn Pham, Design System, 2025

      The Magazine, Bringing It All Together, Jessica Jablonski, 2025

      The Team, FSC Design and Communications Students, 2025

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