FW services + capabilities
Arts Council Napa Valley..................................+
SFAQ Project Space...........................................+
stARTup Art Fair................................................+
The William Blake Gallery...............................+
David Brower Center.........................................+
FRAMEWORK is a creative communications agency that builds visibility, awareness and audiences in the arts and culture community. We tell your story in a way that captivates, inspires, and calls your audience to action.
Our collective knowledge and collaborative spirit work as an extension of our client’s team.
We are experts in
- Public Relations
- Strategic Communications
- Creative Content
- Experiential Events
- Gallery Directors
- Event Producers
- Artist advisors
With a passion for the contemporary moment, FRAMEWORK is current on cutting-edge marketing practices, trends and cultural conversations. We work with a vibrant, expansive and close-knit network of industry leaders, influencers and media to make our clients shine.
What We Do
Public + Community Relations
We build in-depth, strategic and captivating PR campaigns from start to finish. Through extensive research and discussion, we identify our clients true goals and needs so we can tell the most meaningful and compelling story. Our campaigns result in public awareness, new audiences and community buy-in that benefit your organization’s long term well-being.
Brand Positioning Audit
Media Monitoring & Reporting
Product & Company Launches
A compelling and authentic voice is the cornerstone of content marketing. We build creative content campaigns that serve your organization now and in the future. Through a scalable and tailored approach we utilize multiple platforms including social media, web copy, presentations, op-eds, thought pieces and video to entertain, engage and inspire your audience.
Social Media Audit
Positioning & Messaging
Ad Buying, Planning and Reporting
Analytics and Reporting
Events + Experiences:
They call it the human experience for a reason. Events are where your audience becomes your community. We work to build memorable environments and programming that leaves a lasting impression. Because business is personal, we create events tailored to turn attendees into devotees.
Trade Show Booth Design
Lifestyle & Product Photography
Social Media Creative
Branding / Logo Design
Video / Film Production
Blog Design / Development
Highlighted press placements
**click image to read clip
Arts Council Napa Valley
Arts Council Napa Valley (ACNV) is the Napa County official arts agency whose mission is to connect, create and lead the county’s creative community. ACNV works with FRAMEWORK in multiple ways to achieve one simple thing: increase all county citizen’s access to arts and culture. FRAMEWORK runs a multifaceted public relations and experience-driven campaign for ACNV’s program pillars: Arts Education, Public Spaces and Cultural Engagement.
In fall 2016, ACNV introduced an arts education master plan that provides children with sequential, standards based arts education curriculum in the school district’s K-12 grades. In an effort to raise awareness for this project, FRAMEWORK collaborated with the California Alliance for Arts Education to celebrate the landmark public-private partnership by holding a statewide arts education conference in Napa. For one whole day, we had a captive audience of 200 arts education stakeholders and influencers with all eyes on our client’s work. Images and videos from the recent event can be tracked through our hashtag: #ArtsNowNapaSummit.
FRAMEWORK also produces ACNV’s county-wide arts festival, Napa Valley Arts in April, a month-long celebration of Napa County’s exceptional art scene. We partner with the local destination marketing agency, Visit Napa Valley and work collaboratively to create an event that keeps overnight tourism flowing through the April shoulder season, while emphasizing the community’s cultural needs. Arts in April events range from avant-garde candlelight poetry readings to activations of some of the Napa Valley’s most prestigious art collections and programs including HALL, The Hess Collection, Robert Mondavi and di Rosa. In 2015, Americans for the Arts awarded Napa Valley Arts in April with the Arts Destination Marketing Award.
sfaq project space
SFAQ/LXAQ/NYAQ is a U.S. arts media company that publishes free quarterly magazines in different arts hubs of the country--New York, Los Angeles and San Francisco. Run by curator and gallerist Andrew McClintock, the magazine is known for intelligent, experimental and thought-provoking arts commentary. McClintock approached FRAMEWORK in 2015 with an exciting project: Make SFAQ magazine come alive through arts, performance, talks and discussions in a three month long social sculpture.
With a short lead time (1.5 months prior to opening night), FRAMEWORK created a strategy that would leverage this innovative project to build new audiences for the magazine through live, human-to-human experiences. FRAMEWORK oversaw the communications, PR and community outreach of SFAQ Project Space’s 18 events by using each event to target potential new communities, thus furthering SFAQ’s brand awareness building deeper and more meaningful relationships with its readers. Within a year of the project SFAQ has increased its circulation in San Francisco and expanded into Los Angeles with this fall’s launch of LXAQ. The SFAQ Project Space was a short ephemeral undertaking, but garnered exceptional local, national and international.
startup art fair
stARTup Art Fair is a contemporary art fair for independent artists working outside of the traditional gallery system. Presented in three major American cities -- San Francisco, Los Angeles and Chicago -- the innovative fair provides a selected group of artists with the opportunity to transform a hotel room into an exhibition of their work.
stARTup Art Fair’s model faced a certain amount of public scrutiny when it launched in San Francisco in 2015. Because artists must pay for a hotel room to show their work, a difficult discussion about ethical practices between artists and the art world arose. FRAMEWORK helped the fledgling arts organization weather the storm by securing interviews with local artist-produced radio shows and encouraging transparent conversations with skeptical parties. By advising the fair owners to be open and honest about their work, and producing the best possible fair so that artists were pleased with their experience, stARTup is now quickly gaining a loyal following with returning exhibitors and general good will. FRAMEWORK’s delivery of large and high quality audiences has made the fair a desirable investment for artists to show their work. With the help of our agency, stARTup has grown from its singular fair in San Francisco to encompass annual fairs in Los Angeles and Chicago.
Another unique challenge presented by a multiple city art fair is building audiences and community trust in geographically distant regions. In each city outside of San Francisco, FRAMEWORK has partnered with on-the-ground professionals to act as liaisons, ambassadors and consultants, educating us on the local arts scene and media markets so we can feel confident about working in new communities. Our Los Angeles fair resulted in a coveted media placement in the Los Angeles Times. The fair has also been placed in top tier media outlets including Blouin Art Info, Huffington Post, Hyperallergic, The San Francisco Chronicle, 7X7, Art Practical, C Magazine and ArtSlant.
The William Blake Gallery
The William Blake Gallery is the first and only physical gallery space exclusively dedicated to Blake's artwork in the world. With plans to open in San Francisco in October, 2016, The William Blake Gallery will house hundreds of original Blake pieces, thousands of prints and reproductions, and a rotating display of contemporary responses to the artist’s writings and artwork. The gallery is being opened as an ambitious extension of the beloved rare book store, John Windle Antiquarian Bookseller.
FRAMEWORK spearheaded the announcement of the brand-new gallery, and is responsible for all gallery communications for future programming. The agency has worked to shape the brand’s voice, targeting younger audiences via new media platforms, as well as launch news.
Although the gallery has yet to open, by leveraging the client’s esteemed reputation as a distinguished antiquarian dealer, it has received media attention from The San Francisco Chronicle, 7x7, Fine Books & Collections, ArtDaily, and SF/Arts.
DAvid brower Center
David Brower Center is a non-profit institute located in Berkeley, CA and is a home for the environmental movement. Among its robust educational events and community programs, the Brower Center offers museum-quality exhibitions and hosts world-renowned artists as a vehicle to provoke thought and inspire action.
Given that the non-profit is highly recognized for its environmentally focused advocacy and activism, the Brower Center’s art programming has been overlooked in the past. Identifying the opportunities that the exhibitions offer for expanding awareness and news audiences, FRAMEWORK develops campaigns on an on-going basis to reach multiple audiences through regional, arts and culture and environmental news, as well as media areas that one might not immediately associate with environmental stories such as city guides, lifestyle and travel.
Citizen Film is a not-for-profit production company that collaborates with cultural institutions, community organizations and independent producers to create films and online media that fosters active engagement in cultural and civic life. CF created a multimedia event, Potsdam Revisited: Overture to the Cold War, intending to transport the audience back to July 1945, when, to break the ice of negotiating the postwar fate of the world, Truman, Churchill and Stalin paused to listen to a 19-year-old American rifleman named Stuart Canin play his violin.
FRAMEWORK was approached by Citizen Film with a short lead time of six weeks to produce the debut of Potsdam Revisited: Overture to the Cold War at Stanford University’s world-class performing arts venue, Bing Hall. The event consisted of a film screening, a live performance with violinist Stuart Canin and pianist Helene Wicket and a panel discussion about the Cold War with Secretary of State George Shultz.
FRAMEWORK produced the event while simultaneously spearheading communications to ensure that correct channels and audiences were reached to secure a sold out show. This included a focus on community relations where regional and like-minded groups were engaged for promotion and cross promotion opportunities. FRAMEWORK created and produced all public facing communiqué and content that included event website, collateral and press material. Production and event planning details included stage management, conducting tech checks, creating production scripts and schedules and managing an extensive and sensitive VIP list with over 200 guests to include press and political figures.
Who We Are
Danielle Smith........................................................Co-founder & Principal
Kimberly Verde......................................................Co-founder & Principal
Laura Jaye Cramer.....................................Communications Coordinator
Courtney Willing................................Arts Advocacy, Policy & Education
Danielle Smith | Co-founder & Principal
Danielle Smith develops and directs strategic public relations, communications and audience development campaigns. Before founding FRAMEWORK she was an independent publicist for two years and a managing partner/strategic director at A&O PR for four years. Danielle began her career in the arts as a writer and gallery manager. In the course of her career she has worked on hundreds of exhibitions and cultural events in more than 5 major U.S. cities from art fairs to festivals, museum campaigns to symphonic suites.
Danielle loves big picture thinking and embraces the digital potential of the 21st century to “spread the word.” While new methods for PR and communications are exciting, she knows that the value of human contact and meaningful conversation will never be replaced by a hashtag. Her traditional communication values are reflected in her ability to land her clients the press they want, including, ARTINFO, Artforum, artnet, ArtNEWS, The BBC, Juxtapoz Magazine, KQED (Bay Area PBS Affiliate), The New York Times T Magazine, The San Francisco Chronicle and TimeOut.
Danielle is the lead producer of Napa Valley Arts in April, an award-winning month long arts festival in the idyllic Napa Valley, presenting over 80 cultural events. She is also the co-director and curator of the San Francisco-based visual arts project space, state.
Kimberly Verde | Co-founder & Principal
Kimberly Verde directs strategic public and community relations campaigns, and specializes in event marketing. She enjoys working with her clients to create headline-grabbing stories that engage, inform and grow audiences. As equally enamored with media as she is the arts, Kimberly loves finding new writers, outlets and trends to bring her client’s stories to the world.
She has secured press placements with leading publications, including The Los Angeles Times, National Geographic, Wired, The San Francisco Chronicle, CNN, ArtNews and The Guardian.
Kimberly’s foray into arts administration began in 2005 at the San Francisco non-profit, Intersection for the Arts, where she cultivated new audiences through membership and donor programs. She then served as the gallery director for a combined commercial art gallery and retail enterprise in which she oversaw five galleries. In 2010 she was a founding member of A&O PR, although quickly returned to the non-profit sector to spearhead a PR and community relations program for Galería de la Raza’s 40th anniversary season -- which garnered press from local, national and Spanish language media. In 2013 and 2014 she produced B2B events and tradeshows for the San Francisco Chamber of Commerce. The events were designed to increase opportunities for small businesses and acknowledge larger corporations’ contributions to the city’s economy and workforce.
Inspired by past collaborations with fellow creatives and results-oriented communication professionals, she formed FRAMEWORK in 2015 to serve clients in more impactful ways. She is also the co-founder and director of San Francisco-based arts projects space, state, which allows her to directly support local artists and arts community.
Laura Jaye Cramer | Communications Coordinator
Laura Jaye Cramer has deeply aligned herself both professionally and personally with writing and the arts for her entire life. Originally from Denver, Colorado, she trained as a ballet dancer for 15 years before performing works with the Lemon Sponge Cake Contemporary Ballet, David Taylor Dance Theater, Dawson Dance SF, Denver Ballet, Ballet Austin, Alonzo King LINES Ballet Repertory Ensemble and Peninsula Ballet Theater. She has also created multiple award-winning short dance films which have been screened in various festivals across North America and Europe. As a journalist, she has written about everything from art and culture to technology and public figures. She has published long-form essays, critiques, humor pieces, listicles, and standard articles for magazines and newspapers such as GOOD Magazine, PAPER Magazine, SF Art Enthusiast, The SF Examiner and SF Weekly. With FRAMEWORK, Laura focuses on producing creative written materials. She’s fascinated by translating large amounts of information and metrics into clear, interesting content -- with a special affinity for branding and advertising, interactivity and new media strategies.
Courtney Willing | Arts Advocacy, Policy & Education Associate
Courtney Willing has been engaged in developing and managing nonprofit and education organizations since 2006. Throughout her career she has had the opportunity to collaborate on projects ranging from creating direct service programs to facilitating federal funds for city wide efforts. Her accomplishments include: designing and implementing a scholarship fund aimed at increasing the number of youth of color who can afford to attend college; creating and supporting a college access program which has since served thousands of Bay Area low-income youth in their pursuit of attending college and/or trade school since 2008; supporting the research and design of a Federal grant on behalf of the Mission District of San Francisco – the Promise Neighborhood Initiative. Courtney was able to provide her expertise during both the research and planning for the application of the grant, as well as facilitate and monitor the distribution of the funds and services, supporting multiple programs, location sites, and hundreds of Mission District residents.