Key highlights

• Embedded as fractional creative leadership during a creative transition

• Balanced hands-on design with systems-level creative direction

• Introduced audience personas to sharpen email strategy and messaging

• Built production templates that created space for more intentional creative development

The challenge

The Symphony presents a new performance series nearly every week — a constant rhythm of new messaging and campaign work. When I stepped in, both the creative director and designer had recently left, leaving the team to manage that pace without steady creative leadership.

There was no centralized archive, no clearly defined creative cadence, and limited production structure. Work moved quickly, but often reactively. The challenge wasn’t simply keeping up — it was creating steadiness without slowing momentum.

My role

• Served as embedded fractional creative lead during a period of transition

• Contributed both as hands-on designer and as creative director shaping systems

• Helped define campaign cadence and contributed insight to the 10-week playbook

• Structured Monday.com workflows to clarify roles and timelines

• Built standardized social and display templates to streamline production

• Developed “Classical Aficionado” and “Curious Explorer” audience personas to guide email strategy

• Organized shared archives to support long-term continuity

How it came together

Standardizing recurring formats and automating output sizes made production more predictable. That efficiency created space to focus on the quality of each performance series theme — thinking more intentionally about how the Symphony showed up week to week.

Audience personas helped sharpen messaging, especially in email, making communication feel more tailored and less generic. Campaigns became clearer. Systems became steadier.

The improvement in creative quality didn’t go unnoticed — leadership recognized the shift in cohesion and consistency. Over time, the work felt more confident and aligned, and the team had a structure strong enough to carry forward.