“I get some flak for and some resistance from colleagues because I'm interested in storytelling.”

—STEPHEN SONDHEIM

Silicon Valley Gay Men’s Chorus

What began in 2018 as a place in the tenor section grew into a seven-year journey helping shape the public voice of Silicon Valley Gay Men's Chorus. Along the way, I became a volunteer board member and ultimately the organization's Marketing Director, leading strategic storytelling across branding, marketing campaigns, publications, digital communications, and the website. Even after relocating to New York in 2024, I continued serving as Marketing Director remotely for another year and a half.

QUEER LANGUAGE AS BRAND IDENTITY

While planning Silicon Valley Gay Men's Chorus' 2025–26 season, an offhand comment inspired an idea. "It's giving..." became the creative framework for the holiday concert, LIGHT, blending contemporary queer vernacular with a message that sparked curiosity. I expanded that approach across the full season, pairing each concert title with a distinct preheader that created a cohesive narrative identity while celebrating LGBTQIA2S+ culture. The concept evolved into the "It's Giving FUN-draising" campaign, where I adapted the visual language from LIGHT, and wrote the fundraising appeal, extending the season’s creative identity across subscriptions, concert marketing, and donor engagement.

The Choral Project

For The Choral Project, every season is an opportunity to tell a new story. Since joining the organization in 2020 as Marketing and Box Office Director, I shape that story through branding, fundraising communications, marketing campaigns, and digital media.

THE POWER OF A WISH

To support The Choral Project's 2024 holiday concert, Winter's Gifts: WISH, I created a twelve-part #MemberMonday series built around one simple question: “What do you wish?” Through a set of curated interview questions tailored to each participating singer, I uncovered personal stories that I distilled into a single wish, creating a campaign that reflected the concert's theme and the diversity of the chorus. The result invited audiences to connect with the people behind the music while naturally encouraging singers to share their stories with their own networks, extending the campaign's reach well beyond the organization's existing audience.