The USC Shoah Foundation holds one of the most significant archives in existence — nearly 60,000 testimonies from survivors and witnesses of the Holocaust and other genocides. The challenge was not the archive itself. It was reach. Too few people knew it existed, and fewer still engaged with it in meaningful ways.

Publicis Sapient was brought in to help the Institute better understand its prospective new audiences and chart a path toward broader, more sustained engagement. As Group Creative Director and project lead, I guided the work from research through to vision — running workshops and interviews, partnering with research teams to put a creative lens on every insight, and leading the visual articulation of the strategy as it took shape.

The result was a framework built around five guiding principles, mapping audience journeys to the key moments most likely to unlock a more compelling and valuable experience. We called the strategic output the 18 Signature Moves — a set of concrete, actionable directions presented to executive and board-level leadership across the Institute’s global organization.