belle Isle Art Fair
Problem
At the Belle Isle Art Fair, the client was tasked with stewarding children in a space largely designed for adults, while also addressing a deeper challenge: shifting how the community understood the brand. Many families associated the organization primarily with gym and swim programs, limiting awareness of its broader role as a premier youth-serving organization focused on whole-child development.
Strategy & Experience
I designed a dual-engagement strategy that allowed staff to connect with parents without competing for their attention. As families approached, one staff member immediately invited children to begin painting at a canvas station, creating a natural handoff that freed the second staff member to engage parents in conversation. This structure reduced friction, respected parents’ time, and made the interaction feel organic rather than transactional.
Canvases were intentionally branded with the BGCSM logo and contact details, based on the insight that parents are far more likely to keep and display their child’s artwork than discard traditional printed materials. Each canvas became a lasting, in-home reminder of the organization.
Impact
The activation engaged 148 families, with 124 interest forms collected and a 34% conversion rate to membership. Families spent significantly more time in the space compared to surrounding booths, and the activation reframed how the brand was perceived — not just as a safe place, but as a holistic youth development organization. The success led to an invitation to return to the Belle Isle Art Fair and participate in additional community events hosted by the organizers.