Phoenix Art Museum

I work full-time at Phoenix Art Museum, where I manage and grow its presence across Instagram, Facebook, TikTok, and YouTube. My work spans social media strategy and management, long- and short-form video production, photography, design, and marketing strategy. I create content from concept to final edit while helping shape campaigns and digital experiences that connect the museum with its community and bring art to new audiences.

  • Art & Culture Enthusiasts: Individuals passionate about art, museums, culture, and discovering new artists, exhibitions, and perspectives.

    Museum Visitors & Members: Local audiences and visitors looking to discover exhibitions, events, programs, and experiences at Phoenix Art Museum.

    New & Younger Audiences: Digitally engaged audiences who may be newer to museums and are looking for accessible, engaging, and relevant ways to connect with art and culture.

  • Art and museum content can sometimes feel intimidating or inaccessible to audiences who don't consider themselves “art people.” The challenge was to translate exhibitions, artists, and programming into engaging, approachable content that resonates across a wide range of audiences. The goal was to make art and the museum experience feel relevant, exciting, and accessible while encouraging more people to discover and engage with the museum.

  • To make art and museum content more engaging, I use a mix of compelling photography, video, storytelling, and platform-specific social strategies to bring exhibitions, artists, and programs to life. I translate complex or academic subject matter into accessible, visually engaging content that feels natural on digital platforms. By incorporating trends, humor, behind-the-scenes moments, and approachable storytelling, I help bridge the gap between the museum and audiences who may not traditionally see themselves reflected in museum spaces. This approach makes art feel more relevant, inviting, and engaging for a broader digital audience.

phxart.org

Branding

  • I redefined the Earth BioGenome Project’s color scheme with careful consideration for its global audience, particularly the many Indigenous cultures we collaborate with. Red, which was previously part of the branding, is often associated with war and violence in various Indigenous traditions. To foster a more inclusive and thoughtful identity, I chose a new palette that better reflects EBP’s mission and values.

    Chartreuse was selected for its vibrant, energetic tone, symbolizing life, growth, and the dynamic nature of biodiversity. This color embodies the cutting-edge, living science at the heart of EBP, representing innovation and the thriving diversity of life on Earth.

    A deep dark grey balances the boldness of chartreuse, adding sophistication and professionalism. It provides a solid, neutral foundation that enhances contrast and depth, ensuring a modern, authoritative presence while remaining approachable.

    White was incorporated to bring clarity, openness, and a sense of purity. It enhances the overall palette by providing space, allowing the colors to stand out while ensuring a fresh and clean design.

    Together, these three colors create a visually striking identity that is both welcoming and scientifically credible, aligning with EBP’s commitment to collaboration, respect, and the advancement of global biodiversity research.

  • I reimagined the Earth BioGenome Project logo using their new color scheme, seamlessly integrating fresh hues while preserving the brand’s identity.

Timeline

  • As part of my work with the Earth BioGenome Project, I created a comprehensive timeline that maps out the project's history from its inception to the present. This timeline highlights key milestones, including the project's launch, major sequencing initiatives, international collaborations, and technological advancements that have shaped its progress. By carefully researching and curating significant events, I aimed to present a clear and engaging visual representation of the project's evolution. The timeline serves as both an informative resource and a storytelling tool, helping stakeholders and the broader scientific community understand the project's impact and trajectory in the effort to sequence all eukaryotic life on Earth.

  • *This timeline is subject to change based on edits in the near future. It is only being used to showcase an example of work and is not an official Earth BioGenome document at this time.

Social Media

  • When I started this role, one of my key goals was to diversify and strengthen our presence on other platforms, ultimately reducing our reliance on Twitter, our main platform with 4,083 followers. By building up our engagement, reach, and follower counts on platforms like Instagram, LinkedIn, and Bluesky, I aimed to drive traffic across these channels, creating a more balanced and sustainable social media strategy. This would allow us to expand our audience, create more varied content, and ultimately ease the pressure from having all our efforts concentrated on a single platform.

  • Follower Growth: Increased the account from 1,268 to 2,403 followers—a +89% growth in just 10 months.

    Expanded Reach: Grew reach from 468 to 1,462 (+212% increase), with a significant boost in non-followers reached (803, up from 54)—proving content is attracting new audiences.

    Higher Engagement: More than doubled engagement, from 53 accounts in May to 134 in February—a +153% increase, showing stronger community interaction and content resonance.

  • Follower Growth: Increased the account from 1,132 to 2,166 followers—a +91% growth in under 10 months, showcasing strong community building and content appeal.

    Impressions Boost: Grew impressions from 1,350 to 2,400—a +78% increase, indicating broader visibility and expanding reach.

    Increased Engagement: Reactions surged from 48 in May to 109 in January, reflecting a +127% jump in content engagement. Though February had a dip, the upward trend remains strong.

  • When I took over the Bluesky account, it had just 13 followers. Since then, I’ve successfully grown it to 500 followers, a remarkable +3,700% increase. This growth is a testament to the strategic content creation and community engagement efforts put into building a strong, authentic presence on the platform. As a result, we've been able to foster a dedicated audience and expand our reach, ensuring that Bluesky becomes an increasingly valuable part of our social media ecosystem.

  • Leap into amphibian genomics 🐸

    The Amphibian Genomics Consortium (AGC) is advancing global efforts to sequence high-quality genomes and bridge the gap in amphibian research. With 282 members from 41 countries, the AGC is unlocking the diversity of amphibians and follow us on our platforms to hear more about their efforts.

  • 🦉 Our EBP Affiliated Projects are decoding the DNA of silent hunters—unraveling the genomics of owls to understand evolution, adaptation, and the secrets of the night.

    📰 Go subscribe to our newsletter for more Snowy Owl conservation content to come: https://www.earthbiogenome.org/newsletter

    📖 In the meantime, check out this recent Snow Owl Publication from EBP Norway: https://www.biorxiv.org/content/10.1101/2024.07.05.602039v1.full

    and for even MORE Snowy Owl genome content go follow @canadianbiogenome who is looking to publish a Snowy Owl genome in the future.

    🧬 Fun Facts were found at:
    1) nationalgeographic.com
    2) nwf.org
    3) theowlstrust.org
    4) allaboutbirds.org

  • Want to stay up to date with all things EBP?
    🧬 Affiliated Project updates
    🧬 Tips & tricks for sequencing
    🧬 Scientist Spotlights
    🧬 + more

    Click the link in our story to SIGN UP NOW to join the EBP Life!

Newsletter

  • When designing this newsletter, my primary goal was to create a visually appealing and easy-to-navigate piece that effectively communicates the Earth BioGenome Project's mission and recent developments. I wanted to ensure that the content was not only informative but also engaging, using design elements to highlight key information and make the message more accessible to our diverse audience. By maintaining a clean and professional aesthetic while incorporating dynamic visuals and clear calls-to-action, my aim was to inspire further support and involvement in the EBP's initiatives, ultimately advancing our shared vision of global biodiversity preservation.

  • When writing Spotlights, like the one on Seunghyun Kang, my goal is to highlight the incredible work and dedication of the scientists involved in the Earth BioGenome Project, while also bridging the gap between the world of genomics and those who may not be familiar with it. I aim to humanize their research by not only showcasing their scientific achievements but also sharing their personal stories, motivations, and contributions to the broader mission of genomic biodiversity. By simplifying complex topics and using relatable examples, I strive to make the content accessible and engaging for new audiences. At the same time, I want to foster a deeper connection within the genomics community by celebrating the shared mission of advancing biodiversity research, encouraging collaboration, and inspiring support for the EBP’s groundbreaking initiatives. This dual approach raises awareness, builds a supportive network, and strengthens the community, all while increasing appreciation for the field’s real-world impact on our planet’s biodiversity.

Writing Samples

Seunghyun Kang Spotlight
Fang Chen Spotlight