sante fe art institute


integrated campaign

Making art accessible to diverse audiencesSanta Fe is a city with astounding cultural diversity in one of the world’s most beautiful natural settings. It is also a city where a large proportion of residents live below the poverty line. In partnership with the Santa Fe Art Institute, Minelli, Inc. succeeded in bringing the richness of the arts to all of Santa Fe’s residents.As a component of an overall brand strategy, we helped SFAI launch “Art In Transit”, an initiative to bring art to the public by replacing the ad spaces on buses, bus shelters, bench backs, and kiosks with art imagery and poetry. By transforming everyday encounters into unexpected opportunities, Minelli, Inc. created tremendous buzz and visibility in the community, and across the country.