Jacob’s Pillow
Like many organizations during the COVID-19 pandemic, Jacob’s Pillow pivoted all of their programming digital for their 2020 season. My challenge as designer was to create a compelling carousel for both Instagram posts and stories to entice their audiences into this new engagement paradigm.
These posts were color coded according to The Pillow’s brand guidelines, signifying the event categories of the 2020 virtual season. These included watch (for watching performances), dance (for participating in professional level classes), connect (for community engagement activities) and learn (for lectures and artist talks).
Since these events appeal to many different audiences (performance attendees, aspiring professionals, families, and dance scholars), the visual language needed to be appealing across age groups while still adhering to The Pillow’s commitment to history and tradition.
// graphic design
// social media
A sense of place, at a distance
One of the most important aspects of Jacob’s Pillow Dance Festival, for audiences and for the brand, is a strong connection to place. The Pillow’s scenic, historic location in the Berkshires is a huge part of how it inspires artists and frames their work.
This campaign had to capture the nature and lyricism in abundance at The Pillow, even and especially when audiences and artists could not be there.
Encouraging user engagement
Since audiences were not able to connect via casual conversation, social media became that site of connection. Our campaign invited users to show off how they engage with The Pillow, and to encourage their friends to join as well.
This campaign was strategized, created, and built alongside Amy Jacobus Marketing.