The Design and Branding of a Project

Anita Giraldo
Assistant Professor
Communication Design
New York City College of Technology, CUNY

Steel Ice & Stone is an interactive installation consisting of nine 3 x 4” backlit photographic images, each equipped with a dedicated sensor-driven sound unit which play back nine sound compositions. It was first exhibited in December 2013 at ArtWorks Trenton, followed by its Brooklyn exhibition at the Gowanus Ballroom in June 2014.

The work employed various forms of social media for its promotion and funding, most notably a successful Kickstarter. Attaining this form of funding was a complex task requiring agile strategies across a system of social media outlets, all designed to further the brand of the work.

The ultimate goal was to build the most appropriate target audience—a fan base—who would identify so strongly with the project that they would fund it, attend its exhibitions and buy an artwork from the installation.