Headlands Center for the Arts
Benefit Art Auction campaign
Role: Strategist, publicist, writer, editor, art director, production manager
Assignment: Engage donors, inspire philanthropy, and raise organizational profile around Headlands’ largest fundraising event, the annual Benefit Art Auction. Write copy for auction collateral across media. Include key messages to lay the groundwork for revised institutional positioning and future campaigns.
Deliverables: marketing & communications plan, social media & email strategy & calendar, auction identity, web posts, ads, press releases, articles, invitation, auction catalog, signage, and event photography
Inspired by light and portals, the visual identity for Headlands’ 2019 Benefit Art Auction played out across online platforms, print media, and event design.
Auction catalog and printed invitation (design and photos by Helen Shewolfe Tseng)
Above: sample pages from the 2019 Benefit Art Auction catalog
Below: Sample social posts and e-newsletter mention
