Building an inclusive campaign for queer visibility and public participation.
I developed and coordinated the integrated marketing and audience journey for a queer-led exhibition exploring identity as fluid, evolving and continuously negotiated. The campaign connected artist recruitment, artist-led content, opening-night promotion and participatory public programming.
The campaign needed to feel unmistakably queer and welcoming, while leaving room for contradiction, difference and self-definition.
in between moved across identity, intimacy, migration, body, visibility, uncertainty, joy and repair. A single definition would have weakened the programme rather than clarified it.
My contribution connected strategic messaging, artist acquisition, content collection, campaign rollout and audience participation across digital, print and onsite touchpoints.
Shaped audience-facing language around multiplicity, becoming and coexistence rather than a fixed definition of queer identity.
Connected the open call, artist proposition, submission process, communications and collection of artwork information.
Adapted the programme identity across artist features, invitations, publication materials and event communications.
Positioned the opening and participatory installation as active social experiences, not simply exhibition add-ons.
Portfolio role describes my strategic contribution. The final project publication credits me under Project Support within a wider queer-led curatorial, marketing and production team.
The strongest campaign materials were organised by purpose rather than by format.
Invite LGBTQIA+ artists and allies without asking them to fit a predetermined category.
Make the professional support, visibility, public programmes and future pathways clear.
Give each practice a distinct public presence within one recognisable programme system.
Turn awareness into guided encounters, performance, social connection and contribution.
The visual system had to be high-energy and recognisable without forcing every artist into the same aesthetic.
LOVE / PRIDE / LOVE / WINS works as both a statement and a visual structure, allowing colour, shape and difference to coexist.
The condensed IN BETWEEN lock-up creates consistency across artist imagery, invitations and programme materials.
The campaign template is recognisable, but image-led features let each practice retain its own mood, medium and identity.
Pink and rainbow elements signal visibility and community, while black, white and artist-led imagery create space for grief, vulnerability and ambiguity.
The onsite experience extended the campaign promise: visitors were invited to see, meet, celebrate and become part of the programme.
With no unverified reach or attendance figures used, the case focuses on documented programme outputs and the audience journey they enabled.
Artists and programme entries presented through a shared identity and editorial structure.
Pages documenting the concept, artist practices, public programme and project credits.
Evolving participatory installation that grew through audience contributions across the exhibition.
Engagement formats spanning guided viewing, live performance, drag, DJ, networking and audience voting.
Inclusive cultural marketing is not about speaking for every identity. It is about creating enough structure for people to enter, recognise themselves and participate.
Explore exhibition, festival and public-programme campaigns through positioning, content systems and audience engagement.