During my time at Dia, I worked directly with senior leadership, including the Director, Deputy Director of Advancement, and Director of Communications, to build a forward-looking communications strategy centered on institutional storytelling. 

In addition to managing the day-to-day strategy and implementation of marketing campaigns, I led several milestone projects, most notably the foundation’s 50th anniversary and the 20th anniversary of Dia Beacon, both critical to engaging our core community while reaching new audiences.

50th Anniversary–Interactive Timeline

 → Explore the timeline here—50years.diaart.org

I led Dia’s 50th Anniversary campaign from concept through implementation, centering the milestone on an interactive digital timeline that opens Dia’s extensive, rarely seen archive to the public.

Built in collaboration with design partners Pentagram and AREA 17, the archival timeline traces the foundation’s layered history through more than 100 entries. Partnering directly with senior leadership, I shaped the narrative arc and selected the events that defined the institution. Then, I worked with Dia’s archive, images, and editorial teams to digitize, research, and pair physical ephemera with contextual storytelling. Alongside the timeline, we produced original, site-specific videos spotlighting Dia’s permanent collection and landmark locations.

Launched in May 2024, the timeline serves as a lasting digital monument to Dia’s institutional legacy, community, and artistic impact.

To amplify the anniversary, I developed and executed a comprehensive multi-channel media plan spanning high-impact print and digital placements across leading cultural and mainstream publications—including The New York Times, The New Yorker, Vogue, Architectural Digest, The Art Newspaper, Artnet News, and e-flux Index.

Working closely with Pentagram, we crafted a unified advertising campaign aligned with the interactive timeline's visual language and concept. Centered on iconic archival images, the creative reinforced Dia’s distinct institutional legacy and its role within modern and contemporary art.