When the Kennedy Center’s Social Impact department found itself at a crossroads, one year in, under donor scrutiny, and misunderstood both internally and externally, I was brought in to help clarify its purpose and make its work legible, fundable, and resonant.

I led a strategic discovery process that included a full SWOT analysis, stakeholder interviews, and audience research to surface both internal misalignment and external perception gaps. Working closely with department leadership, I developed a messaging and positioning framework that translated their vision into language that aligned with the Kennedy Center’s legacy, addressed funder skepticism, and connected with new community audiences.

To bring the strategy to life, I co-developed the creative concept and directed a campaign video built around the unifying message: We Are All the Center. The production itself became a community event, bringing in local voices, artists, and staff to reflect the values of the department in real time. The final piece didn’t just tell a story; it gave the department a powerful tool for fundraising, internal alignment, and public credibility. The campaign was used in key meetings with institutional funders, helped secure buy-in, and contributed to the department’s long-term growth and visibility.

This project reflects my ability to bridge strategy and creative in high-stakes institutional settings, building work that looks effortless but is grounded in deep research, careful listening, and intentional narrative design.