https://www.katherinefredrickson.com/home daily 1.0 2021-09-23 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/602ab69eab0deb12bbb32398/1632412369149/kathy_fredrickson_0001-Full%252BJPG.jpg Home Hello. I’m Kathy Fredrickson. As Chief of Curatorial Affairs and Director of Exhibition Research and Publishing at the Peabody Essex Museum (PEM) in Salem, Massachusetts, I led cross-functional teams including curators, writers, editors, photographers, designers, and content experts, collaboratively defining problems, and implementing thoughtful, creative solutions that delivered measurable results. As a design thinker, I am curious, optimistic, and systems driven. As a content creator, I translate complex ideas into dynamic and accessible language. As a leader, I am empathetic and believe that empowerment is the best route to success. I am committed to lifelong learning and creating mission-driven work that is socially relevant. In the past, I was a partner at Studio Blue, Chicago. I also worked at the Metropolitan Museum of Art and the Art Institute of Chicago. https://www.katherinefredrickson.com/portfolio-1-1 daily 0.75 2021-04-22 https://www.katherinefredrickson.com/portfolio-1-1/project-three-e9ne5 monthly 0.5 2021-04-16 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d7eda119950ef3dc9e64/1619122242194/Screen%2BShot%2B2021-04-16%2Bat%2B11.25.43%2BAM.jpg Portfolio - PEM: Wayfinding Photo credit: C+G partners, New York https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d826e66d6155bd55c226/1619122219741/Screen%2BShot%2B2021-04-16%2Bat%2B11.25.35%2BAM.jpg Portfolio - PEM: Wayfinding Photo credit: C+G partners, New York https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d8ab0d11d42475823428/1619122352043/Screen%2BShot%2B2021-04-16%2Bat%2B11.25.23%2BAM.jpg Portfolio - PEM: Wayfinding Photo credit: C+G partners, New York https://www.katherinefredrickson.com/portfolio-1-1/project-four-ykar2 monthly 0.5 2021-04-22 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b08bfcf6d26d8daf22f3/1618587797059/Screen+Shot+2020-12-22+at+1.07.03+PM.png Portfolio - PEM: Playtime https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b0dea14b694a4e74c1d6/1618587879567/Screen+Shot+2020-12-22+at+1.03.10+PM.png Portfolio - PEM: Playtime https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b11eeb6014570c726f72/1618587936441/Screen+Shot+2020-12-22+at+1.03.39+PM.png Portfolio - PEM: Playtime https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b137212c1504000f6133/1618587961701/Screen+Shot+2020-12-22+at+1.03.47+PM.png Portfolio - PEM: Playtime https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b16818b40114c8a1af6e/1618588011089/Screen+Shot+2020-12-22+at+1.07.33+PM.png Portfolio - PEM: Playtime https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b18e18b40114c8a1b2ca/1618588048712/Screen+Shot+2020-12-22+at+1.07.51+PM.png Portfolio - PEM: Playtime https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b1cdbe4a7e3be00a14e1/1618588136490/Screen+Shot+2020-12-22+at+1.08.17+PM.png Portfolio - PEM: Playtime https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b1babe4a7e3be00a1403/1618588092602/Screen+Shot+2020-12-22+at+1.07.41+PM.png Portfolio - PEM: Playtime https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b1fc397d4961f78390a1/1618588159850/Screen+Shot+2020-12-22+at+1.09.03+PM.png Portfolio - PEM: Playtime https://www.katherinefredrickson.com/portfolio-1-1/project-five-zemh7 monthly 0.5 2021-04-22 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081ddeb8d67e21ee832b0a2/1619123696525/Screen%2BShot%2B2020-12-23%2Bat%2B5.54.03%2BPM.jpg Portfolio - PEM: Piece by Piece https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b9d3c119022d6165f59c/1618590165940/Screen+Shot+2021-04-16+at+12.20.58+PM.png Portfolio - PEM: Piece by Piece https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b99490f8ec4a54e0bbc8/1618590109322/Screen+Shot+2021-04-16+at+12.21.06+PM.png Portfolio - PEM: Piece by Piece https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079b98b6635564f7e5742ed/1618590094138/Screen+Shot+2021-04-16+at+12.20.52+PM.png Portfolio - PEM: Piece by Piece https://www.katherinefredrickson.com/portfolio-1-1/project-six-lb9x9 monthly 0.5 2021-04-22 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079bc0983477d27f033c0ff/1618590731768/PEM_It%27s_Alive_Front_COVER.jpg Portfolio - PEM: It's Alive! https://www.katherinefredrickson.com/portfolio-1-1/project-one-ebzfp monthly 0.5 2021-04-22 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/608201cfd8c146375f066a36/1619132889331/Cover_PEM_Guidebook.jpg Portfolio - Peabody Essex Museum Guide A paperback was designed for sale in the museum shop. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6078c2f41aab5976fdcfcb36/1618527117165/Jacket_PEM_Guidebook_v2+CROP.jpg Portfolio - Peabody Essex Museum Guide A special edition was created to be used as a development tool. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6078c3181a99180b9180933f/1623093865077/001-192_PEM_Guidebook+singles_Page_001.jpg Portfolio - Peabody Essex Museum Guide The book’s opening page invites the reader to make a journey. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6078c33312091b2a782bf32d/1618584950239/001-192_PEM_Guidebook+singles_Page_014.jpg Portfolio - Peabody Essex Museum Guide An information graphic illustrates objects acquired on early sea voyages. https://www.katherinefredrickson.com/portfolio-1-1/project-two-l6crk monthly 0.5 2021-04-22 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081daf985c87b31cfa1884b/1623093955208/082619_PEM-009_JacobLawrence_coverCROPPED.jpg Portfolio - PEM: Jacob Lawrence https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079a7bc099f6b2f98481172/1623093963573/JL_TeenVocs_cvr_FNL.jpg Portfolio - PEM: Jacob Lawrence https://www.katherinefredrickson.com/portfolio-1-1/studio-blue-driehaus-museum-brand-tools monthly 0.5 2021-04-22 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079db3165b94111880c3b8c/1618598713291/Driehaus_logotype.png Portfolio - Studio Blue: Driehaus Museum brand tools https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079d95b65b94111880c0645/1618598238272/DRI-002_Identity_GuideLines-01.jpg Portfolio - Studio Blue: Driehaus Museum brand tools https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079d9b6a20c1c2b296e9479/1618598348645/Screen+Shot+2021-04-16+at+2.38.22+PM.png Portfolio - Studio Blue: Driehaus Museum brand tools https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079da45b857d508bca41b6b/1618598477503/Driehaus3.jpg Portfolio - Studio Blue: Driehaus Museum brand tools https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6079da31adeac236ae19556d/1618598451421/Driehaus1.jpg Portfolio - Studio Blue: Driehaus Museum brand tools https://www.katherinefredrickson.com/portfolio-1-1/studio-blue-terra-foundation monthly 0.5 2021-04-22 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d8ef915a86198f3d43f2/1619122420373/Terra%25252Blogo.jpg Portfolio - Studio Blue: Terra Foundation brand tools https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d4669e0e67385dfd2ea3/1619121268694/ter_image.jpg Portfolio - Studio Blue: Terra Foundation brand tools https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d306bb84cd6f0fcec988/1619120914609/ter_letterhead.jpg Portfolio - Studio Blue: Terra Foundation brand tools https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d3310f66b1494eb8636e/1619120960845/ter_ar_adjusted.jpg Portfolio - Studio Blue: Terra Foundation brand tools https://www.katherinefredrickson.com/portfolio-1-1/studio-blue-newberry-library-brand-tools monthly 0.5 2021-04-22 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d63eb2afa677117c68c2/1619121747188/brand01_NEW.jpg Portfolio - Studio Blue: Newberry Library brand tools https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d5d9dbfff86196fc2048/1619121634425/web01_NEW.jpg Portfolio - Studio Blue: Newberry Library brand tools https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/6081d5ee0d8abe72be880db2/1619121658163/web02_NEW.jpg Portfolio - Studio Blue: Newberry Library brand tools https://www.katherinefredrickson.com/case-studies daily 0.75 2021-06-02 https://www.katherinefredrickson.com/case-studies/project-three-w2zkp monthly 0.5 2021-06-03 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b949ddf4927d5ddbf7f801/1622755893020/IMG_2021.jpeg Case Studies - Case study 3: Reframe history - Team: 3 curators, 30 commissioned writers, publishers on both coasts, designers, editors, photographers, and a highly involved private collector https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b944b3c9a00c2c24d722b8/1622755453058/Screen+Shot+2021-05-11+at+2.05.41+PM.png Case Studies - Case study 3: Reframe history - Situation: The exhibition, Jacob Lawrence: The American Struggle, opened in March 2020. Created during the civil rights movement, these artworks feature African Americans, women, and Indigenous people as key players in American history. We needed a communication strategy that celebrated this artist’s accomplishment and did not shy from the complexities of the story. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7e8d084e53b16c91ae240/1622665449985/JL_TeenVocs_cvr_FNL.jpg Case Studies - Case study 3: Reframe history - Opportunity: Move beyond traditional art-historical fact and reframe the story to illuminate how art reminds us of our shared humanity. Connect Jacob Lawrence and his work with today’s audiences, specifically BIPOC communities. Get the artwork into high school classrooms and offer an alternative inclusive view of American history. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b946003b0d3d24146c80d1/1622754850018/unsplash-image-1qfy-jDc_jo.jpg Case Studies - Case study 3: Reframe history - Strategy: Be truly inclusive and invite more than 30 contributors to respond to the series. Feature a chorus of “voices,” over half of whom are BIPOC. Create a young adult publication that features the work of high school age writers, connecting their personal experiences to the panels. Develop hybrid content that is used on the museum’s owned website, across social media channels, and in the galleries, including an interactive touch table. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b943f313f5070a2bb797cc/1622754335306/082619_PEM-009_JacobLawrence_coverCROPPED.jpg Case Studies - Case study 3: Reframe history - Impacts: The exhibition traveled to the Metropolitan Museum of Art, the Seattle Art Museum, the Birmingham Museum of Art, and the Phillips Collection, sharing the American Struggle series with thousands of people. The book was reprinted before the show left its first venue. The young adult publication is described by Kirkus Review as “an invaluable resource amplifying marginalized teen voices and conveying Lawrence’s relevance to their own lives.” A multitude of voices appeared on PEM’s website and across its social media channels, communicating alliance with BIPOC communities at a crucial moment when many US museums appeared tone deaf to the American struggle that continues today. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b94447e45ebd6d8124674b/1622754947817/Screen+Shot+2021-05-11+at+2.05.08+PM.png Case Studies - Case study 3: Reframe history Work included: A qualitative survey of young adults to investigate what forms of media they regularly consume. Research a list of 30+ potential contributors including artists, educators, graduate students, activists, and cultural professionals for possible inclusion in the project. As a through line to the present, included three contemporary artists of color (Hank Willis Thomas, Bethany Collins, and Derrick Addams) who, like Jacob Lawrence, mine history to create art. https://www.katherinefredrickson.com/case-studies/project-two-c4497 monthly 0.5 2021-06-03 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7e4da8dc54b4946b5011c/1622664462253/IMG_5195.png Case Studies - Case study 2: Engage donors - Team: Museum leaders, curators, designers, contributing writers, editors, development officers, registration, and photographers https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7e547eb3cf50535dfcf8f/1622664568449/IMG_4679.jpeg Case Studies - Case study 2: Engage donors - Situation: The Peabody Essex Museum (PEM) needed a tangible tool to fundraise and build awareness around PEM’s origin story while looking forward toward the museum’s future. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7e59d84e53b16c91a8a8e/1622665046420/IMG_5194.png Case Studies - Case study 2: Engage donors - Opportunity: Engage core museum team in conversations about what makes PEM unique and what objects are iconic. Build cohesion between departments. Create a brief that highlights the human story behind the museum. Extend PEM’s brand in a fresh way. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7e64293d11c66ed028594/1622664822093/001-192_PEM_Guidebook+singles_Page_022.jpg Case Studies - Case study 2: Engage donors - Strategy: Create dynamic, flexible content that can be deployed on multiple platforms, including a printed handbook, the museum’s website, and social media channels. Increase access to PEM’s remarkable collections and history. Make emotional connection with donors. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7e6ec93d11c66ed029a9b/1622664976608/001-192_PEM_Guidebook+singles_Page_015.jpg Case Studies - Case study 2: Engage donors Work included: Research into the museum’s collections and early library manuscripts to identify visual tools and core messages. In-depth interviews with museum staff to identify key events and stories and develop content style. Guidelines that enable multiple authors to deliver cohesive content in record time. Information graphics that highlight PEM’s early acquisitions and extensive campus of historic buildings in Salem, creating simple visual connections that cut across time and place, the past and present, the local and global. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7e7241094591797b992a2/1622665011980/Jacket_PEM_Guidebook_v2+CROP.jpg Case Studies - Case study 2: Engage donors - Impacts: Created—in six months, during a pandemic—a stewardship piece that PEM’s development team can share with members, trustees, and advisers. Per PEM’s Chief Philanthropy Officer, “People love receiving the guide. It’s a perfect format to mail. It serves as a conjurer of memories and a way to showcase recently acquisitions. During the pandemic, it was great to be able to send out because people could not visit the museum. We are using it as an engagement tool to cultivate potential prospects, and we have received incredible feedback—including from a highly placed government official in DC who grew up in Salem and, based on receiving the guide, is now planning a visit to PEM.” https://www.katherinefredrickson.com/case-studies/project-one-7sl8s monthly 0.5 2021-06-03 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b6a39a1616c3649d956645/1622659327843/image.png Case Studies - Case study 1: Increase digital connectivity - Team: 50+ commissioned contributors, including artists, scientists, gamers, and writers; social media and content manager, designers, editors, curators, videographer, educators, integrated media specialists https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b9005885b1f52841d78459/1622737065086/Screen+Shot+2021-06-03+at+12.15.44+PM.png Case Studies - Case study 1: Increase digital connectivity - Situation: Playtime, an exhibition exploring the role of play in contemporary art and culture, was slated to open in 12 months. We needed a strategy to improve our online presence and increase the reach of our contemporary art program. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7e2f2bc912125ad51b86f/1622736738688/Screen+Shot+2020-12-22+at+1.03.10+PM.png Case Studies - Case study 1: Increase digital connectivity - Opportunity: Orchestrate a digital launch 6 months in advance of the exhibition to build buzz and increase awareness of PEM’s involvement in the contemporary art scene. Create a printed “manifesto” that could be mailed and shared in public spaces. Deploy a team wearing T-shirts to create onsite videos and evangelize the project at major events. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7df161094591797b8aecc/1622662945104/image+%282%29.png Case Studies - Case study 1: Increase digital connectivity - Strategy: Create a digital experience with multiple points of entry in which people could read, watch, or engage. Create a distributed model, meeting online visitors wherever they are. Consider how content appears outside the museum’s owned site, including through SEO, Google, and social media. Ask content contributors to promote and connect their audiences with our content. Use Google analytics to refine content strategy throughout project. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7df4a1d83850f7a65071c/1622736541295/Screen+Shot+2020-12-22+at+1.08.17+PM.png Case Studies - Case study 1: Increase digital connectivity Work included: Social media campaign using Instagram, Facebook, and Twitter. A detailed editorial calendar starting with a soft launch to begin to build interest, followed a month later by the full launch, at which point we began adding fresh content on a weekly basis. Video interviews with artists, gamers, and people attending events such as the Come Out and Play festival in Brooklyn and Indiecade in Los Angeles. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b7e36eb686c5594da35d74/1622736655850/Screen+Shot+2020-12-22+at+1.08.08+PM.png Case Studies - Case study 1: Increase digital connectivity - Impacts: While a printed catalog might have sold 200 copies, the digital platform had over 80,000 unique views, with people spending as long as 8–10 minutes reading. When Buzzfeed picked up a story, our website was flooded with visitors from New York, Chicago, and Los Angeles—so many that it crashed. The multimedia experience won the 2018 New England Publishing award for best collaboration. https://www.katherinefredrickson.com/case-studies/project-three-w2zkp-g3ls8 monthly 0.5 2021-06-03 https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b941a2f7ec477d9a27b4f9/1622753707875/Screen+Shot+2021-05-11+at+2.27.11+PM.png Case Studies - Case study 4: Connect with kids - Team: Writer, illustrator, editor, designer, printer, publisher, education team, curatorial team, development team, registrars, museum shop staff https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b941d0182236149e038402/1622753758712/Screen+Shot+2021-04-16+at+12.21.06+PM.png Case Studies - Case study 4: Connect with kids - Situation: The most popular permanent exhibit at PEM is the Yin Yu Tang House, an 18th century Chinese house from the Huizhou province in China that was disassembled, transported to Salem, and reassembled “piece by piece” by Chinese carpenters and artisans at PEM. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b93f61f7ec477d9a276d55/1622753861878/IMG_3923.jpeg Case Studies - Case study 4: Connect with kids - Strategy: Commission Susan Tang, a Chinese American writer, and Justine Wong, a Chinese Canadian illustrator, to collaborate on the story. Bring them together in the Yin Yu Tang house and let them spend time collaborating on the story of Emmy, an Asian American girl who learns how to experience loss and makes important connections with her past and her family. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b9409c9dcb5e2bf22c5311/1622753901823/Screen+Shot+2021-05-11+at+2.26.49+PM.png Case Studies - Case study 4: Connect with kids - Opportunity: Give voice to writers, illustrators, and children who are not generally represented in trade book publishing.* Piece by Piece, featuring a Chinese American girl, will be the first in a series, with future books planned featuring Native American and African American characters. “Taken together, books about white children, talking bears, trucks, monsters, potatoes, etc. represent nearly three quarters (71%) of children’s and young adult books published in 2019” (Cooperative Children’s Book Center, 2019 survey). https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b940d86ea1556f983a3a6f/1622753999226/Screen+Shot+2020-12-23+at+5.54.03+PM.png Case Studies - Case study 4: Connect with kids - Impacts: A creative way of disseminating work that aligns with PEM’s core values while connecting with new audiences. A tactile story that encourages exploration and appeals to multiple generations. A book launch during the Lunar New Year celebration that is attended by hundreds of families. A collaboration with the Pao Arts Center in Boston’s Chinatown. https://static1.squarespace.com/static/6025afe724e2f158591c3746/t/60b93f07f4927d5ddbf69ff8/1622753968986/IMG_3020.jpeg Case Studies - Case study 4: Connect with kids Work included: Travel to the Bologna Children’s Book Fair to research trends and connect with international publishers. Collaborate with public relations, education, interpretation, curators, registrars, and the museum shop to develop programming, acquire the original watercolors for the book, and plan a book launch. Launch a social media campaign that included video interviews with the author and illustrator, and online activities that can be done by parents and kids at home.