Kathryn Jaller

Little Free Library Giveaway

What’s better than a tiny library? A tiny library inspired by the modernist architecture of Sea Ranch, California (an architect’s paradise known for it’s whimsical angles and living roofs).

We partnered with the Little Free Library organization to give away two of these beauties for National Library Week. The entry form included questions like “where will the library go?”, “how will you keep it stocked?”, “why do you think books are important? The contest received 700 entries from all over the country, and received mentions in Publisher’s Weekly and on Facebook’s Books page.

Chronicle Books Email Program

Working with a crack team of photographer and designer, I strategize, write copy for, and build our mailchimp ecommerce email program. This was a particularly fun holiday moment blending illustration and photography.

Photography by Irene Kim / Design + Illustration by Alina Buevich

Campaign: #SFphotohunt

An Instagram focused engagement campaign and installation inspired by an exhibition on a group of street photographers in the 30s-50s who were characterized by new mobile technology (the 35mm camera) and a personal angle to their shots of New York City.

The contest ran for 16 weeks, with a new challenge inspired by the exhibition issued every 2 weeks. Cameras from Lomography were given as prizes to the best image for every category, and photos were selected to appear in the museum.

Culminated in a live photowalk, panel on mobile photography, and awards ceremony, featuring Instagram influencers, analog photo aficionados, and photojournalists, with Photojojo gear and a Lytro camera given out as grand prizes.

Roles

Campaign design, contest management, community management, partnership and influencer cultivation.

Results

6000 submissions through Instagram, growth of 10K in Instagram followers, 200 attendees on site, 500 photos created during onsite photowalk.

We launched with a print and digital campaign, including this SF Weekly ad.

The first challenge of the #SFphotohunt contest, as promoted on Facebook.

The winner of the first challenge of the #SFphotohunt challenge, #SecretSpaces. Photo by @seenyarita.

Kicking off the photohunt event with the group of 70 that showed.

After the hunt, moderating a panel on mobile photography featuring Vince Donovan of Photobooth, Pete Kiehart of the San Francisco Chronicle, and photographer Travis Jensen.

Winners from the live photohunt across four categories, inspired by the exhibition.

Beatnik Photowalk

San Francisco is a good place to have an exhibition about Allen Ginsberg. With the epicenter of this movement just a few blocks away in North Beach, I knew that this would be a great chance to build local online audiences.

The photographs on view were taken by Allen Ginsberg, and made extra special by his hand-inscribing some context in their margins. I created a Facebook campaign called "beatnik brainteasers" which asked a Facebook community to imagine what these captions might say.

I also organized a photowalk in North Beach which started from City Lights and went all over the neighborhood, led by the Director of The Beat Museum, to sights of historical and photographic interest. The tour led to the museum, where all participants received free admission to see the exhibition, and were treated to more stories of The Beat Generation in a follow-up Q+A.

Participant images from photowalk.

Role

Facebook campaign design and management, partnership development with City Lights Bookstore and Photojojo, event design, graphic design, event promotion

Results

Facebook campaign gained 3000 new fans, 100 people showed up for the photowalk, 100 photographs posted to Instagram with campaign hashtag, 60 people attended event in the museum who wouldn't have otherwise.

Image from "beatnik brainteaser" campaign, which asked what these characters from literary history might be saying or thinking. Here are the replies.

Image from "beatnik brainteaser" campaign, with caption included. Here are the replies.

Photo taken by influencer invited to the opening of the exhibition.

I designed this photowalk kit that all attendees received.

The map that allowed all attendees to catch up if the wanted to wander away from the group.

Instagram asset and photo taken by participant @hellocanuto.

At the end of the photowalk.

The museum marched in the San Francisco Pride Parade, so I designed digital and physical assets to match the occasion.

Campaign: Compostmodern

Compostmodern is a biannual design and sustainability conference organized by the AIGA (American Institute of Graphic Arts) in San Francisco. It was founded to address a growing demand for dialogue about how design can address the world's largest problems. The theme of 2013 was "Resilience," and featured speakers from all over the world such as John Thackara, Wendy MacNaughton, and David McConville, President of the Buckminster Fuller Institute. Day two was a Future Blitz hosted by Future Partners at the Autodesk Gallery.

Role

Campaign strategy, social media management, customer service, media partnerships

Results

500 tickets sold, brokered media sponsorship with Inhabitat, acquired promotional partnership from SFMOMA and the California Academy of Sciences

Conference branding, adapted to Facebook cover image.

Sample Facebook posts.

David McConville speaking at Compostmodern

At the live event, emcees Eve Blossom and Nathan Shedroff interview John Bielenberg of Future Partners.

Future Blitz rapid prototyping session at the Autodesk Gallery on day two of the conference.

SFMOMA Collaboration

Our collaborative exhibition with SFMOMA offered opportunities to spend time with modern masterpieces. I created fresh takes on iconic images, and co-hosted a day of mindful internet in the spirit of this thoughtful exhibition. Also designed interactions for in-gallery experiences and website design.

Role

Campaign design, art direction, interaction design

Results

"Rothko Birthday Party" content received 254 likes and 80 shares.
Read an overview of the day of mindful internet.

For Rothko's birthday, I made party hats that echoed the recognizable colorscape.

Digital asset to promote collaborative engagement campaign with SFMOMA.

Digital asset to support engagement campaign with SFMOMA.

Occupy Signmaking Workshop Video

This video was created during a public practice workshop with the artist Jason Lazarus, and a group of high schoolers. He invited the students to contribute to his ongoing piece Phase I in which the participants select a sign from the Occupy movement, and then painstakingly recreate it as close to the original as possible. The video featured an interview with the artist interspersed with interviews with the teens explaining why they chose their signs and what their relationship to the movement was.

Occupy Signmaking Workshop with Jason Lazarus

Contemporary Jewish Museum Content

Responding to a specific moment in time.

Role

Illustration, graphic design, photography, partnership cultivation

Results

Gertrude Stein paper dolls featured in the New York Times 6th Floor blog, the official Sleeveface blog features my contribution to the meme, the SF Weekly writes an article on my Instagram photos of our ticket stickers in strange places, and my April Fool's joke of a pig petting zoo fools our publicist.

Inspired by our exhibition Jews on Vinyl, one contribution to the sleeveface meme.

A neighboring museum had an exhibition with similar themes, so we created this animation with one of the interactive pieces on view.

I started taking photos of our ticket stickers wherever I found them, and then SF Weekly wrote an article about it.

As an April Fool's Day joke, I took a photograph of a real pet pig in front of the museum, and photoshopped in a few more pink friends, proposing a "pig petting zoo" as a commentary on being kosher in the modern age. It fooled a lot of people, including our publicist.