Pennsylvania Academy of the Fine Arts (PAFA)

The first art museum and school in the United States, PAFA is immersed in tradition yet an embodiment of the present and future of American art

When Pennsylvania Academy of the Fine Arts began planning its most ambitious campaign in its 200-year history, it was essential that the communications reflected how dynamic, relevant, and forward-looking the institution is. As a result, the theme for the campaign became “PAFA First,” which demonstrated that PAFA was not only contemporary in its founding and early years, but has been and continues to be contemporary today. All of the campaign communications were written and designed to provide unexpected and innovative artistic experiences, like the institution itself.

Deliverables & Services

Discovery and Planning
Campaign Theme
Campaign Identity
Campaign Stationery
Campaign Case Statement
Campaign Direct Mail
Major Gift Proposals
Annual Giving Direct Mail

Two Meanings, One Campaign Theme

“PAFA First: For the Future of American Art” intentionally did not include the word “campaign.” The focus for this theme rests squarely on all of the firsts for which PAFA is responsible while employing a call to action to donors and prospects to remember PAFA first when prioritizing their philanthropic giving.

University capital campaign case statement
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Vibrant Photography Meets
Bold Color Palette

The case statement and supporting materials feature messaging showing that PAFA has been contemporary throughout time, and the color palette and use of photography reinforce that key message. A vibrant pink as the primary color, paired with photography that communicates modernity and a forward-looking perspective, combined with copy that pays homage to both past and present, resulted in a compelling and authentically PAFA publication.

University campaign case statement
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PAFA will be an inclusive, creative community of artists and audiences seeking education, contemplation, inspiration, and dialogue.
University annual giving direct mail
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