International Folk Art Alliance

The International Folk Art Alliance was looking for an update to their visual collateral. While they had a fairly rigorous branding/style guide in place, their overall look needed a fresh spin, while keeping true to the visual identity. I created several pieces of print and digital material for them to help market the 2016 International Folk Art Market | Santa Fe.

Impact Report

Each year the International Folk Art Alliance (IFAA) distributes its "Impact Report", their version of an annual report. It serves the purpose of letting the public, and potential donors know the state of impact from the preceding year's Market. I was commissioned to create a new design for their Impact Report for the 2015 year. Previously, IFAA created an in house report that was disseminated to their constituency. This year they wanted a more professional looking document that meshed with their brand identity. 

Advertising

In conjunction with the other targeted collateral IFAA wanted to create a visual component for its Annual Appeal. I tied the Annual Appeal visuals into the visuals created for the rack card, the digital and print ads, and other email marketing that was being directed at subscribers for the Market. The idea was to maintain consistent and strong messaging across all forms of communication at regular intervals to drive home the message of the Market.

As part of its multi-tiered approach to marketing the 2016 International Folk Art Market, IFAA strategized an aggressive online campaign focused on raising awareness of the Market in the local community.

As mentioned before all of the visual material created for IFAA was intended to mimic each other and were timed to release together. The appeals, rack cards, digital ads, and email blasts all had a similar look and feel to reinforce messaging to market subscribers, the community, and donors.

Advertising was placed through the Santa Fe New Mexican and was featured bi-weekly on their website through click-through ads, and featured wallpaper ads. The advertising received more click-throughs than others featured on the SFNM website, and generated more website traffic for IFAA resulting in increased ticket sales, and awareness of secondary IFAA programs, such as the IFAM | Online store, and the Passport to Folk Art Trips.