Pittsburgh Center for the Arts Shop

Pittsburgh Filmmakers/Pittsburgh Center for the Arts (PF/PCA) is a nonprofit organization with a mission to support artists and advance excellence in the visual arts by offering courses, equipment rental, studio space, and a robust screening and exhibitions program. Originally two separate organizations, Filmmakers (founded in 1971) and Center for the Arts (founded in 1945) merged in 2006 to form PF/PCA under one CEO and administrative team. I was hired in August of 2017 as Director of Marketing & Communications, primarily to: lead creative agency c-leveled on the website redesign effort; improve the organization's relationship and reach with the media and local art and cinema lovers; increase enrollment numbers and artist-membership; and greatly expand the already-existing style guide to establish a united look and tone for all visual promo materials. None a small task, especially given the org's recent, public financial difficulties, a vastly reduced staff, and the lack of cohesion—branding and operation-wise—between the two different wings of the organization (PF & PCA which were also housed in two different buildings).

The work I performed at PF/PCA is categorized four ways: Pittsburgh Center for the Arts Shop (you're here), PF/PCA Exhibitions, Pittsburgh Filmmakers Cinema, and PF/PCA Education.

The Pittsburgh Center for the Arts Shop, colloquially known as "The Shop @ PCA", is a gift shop located in the lobby of Pittsburgh Center for the Arts that sells the work of over 200 local artists. The for-sale work ranges from fibers and print to ceramics and glassware and highlights staff, artists, and featured projects in one of PF/PCA's most popular newsletters: Shop Talk. The Shop Manager, Maxine Plotkin, is a longtime staple and beloved advocate of the arts community in Pittsburgh and beyond, and I worked closely with her on product shots and elevated marketing for the newsletter, particularly around the 2017 holidays; various in-store artist talks and features; launching a new Instagram account for the shop specifically; the 12 Days of the Holiday Shop list; ads, posters, and postcards promoting the Holiday Shop; and Museum Store Sunday. I also chimed in on the glassworks from the shop that were ultimately chosen as engraved awards for the Artist and Emerging Artist of the Year (see: PF/PCA Exhibitions).