Societal Narrative
Duke Arts
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Duke Arts needed to evolve how it was perceived across campus and beyond, moving from a collection of programs to a unified cultural voice. The challenge was to define a narrative that could connect disciplines, resonate with students and faculty, and align with leadership vision.
I partnered with Duke Arts as a long-term creative and narrative collaborator, working closely with the Office of the President and the Vice Provost for the Arts to shape how the institution presents itself. The focus was on defining a cohesive voice that could unify diverse disciplines including music, theater, dance, film, and visual arts into a single, recognizable identity.
Rather than approaching the work as a series of deliverables, I helped build a narrative foundation for Duke Arts. This included developing language, storytelling frameworks, and content strategy that elevated the emotional and cultural impact of the arts across campus.
This work extended into the creation of large-scale experiences, including an Emmy-nominated showcase that brought together more than 300 students across disciplines. The broader impact was in establishing a repeatable system for storytelling and engagement, aligning leadership, departments, and creative teams around a shared narrative direction.
