Benthos

Lead PR initiatives and outreach planning to support the development of Benthos as a brand and cultural space. This also includes: outreach trackers, media lists, and partnership pipelines organizing press, collaborators, and programming contacts. Supporting campaign and event concepts with materials (pitches, invitations, overviews), framing Benthos within New York’s vintage fashion and art landscape.

Collaborate with the founder to develop a concise brand strategy clarifying  Benthos’ role as a showroom, archive, and site for ritual, defining core narrative, audience, and long-term positioning pillars. Worked on:  brand guidelines, messaging pillars, proof points, PR materials, web text, social storytelling tone, brand statements, bios, manifestos, and experiential cues to keep communications and in‑person touchpoints coherent, articulating Benthos’ philosophy and value for visitors, collaborators, and press.

Define and document brand voice attributes, including cadence, vocabulary, and tonal shifts across channels (press, web, social, in‑space text). This included voice guidelines, sample copy, and micro‑copy for outreach, event titles, object descriptions, and seasonal campaigns. Also supporting development of campaigns, testing ideas against brand strategy and messaging pillars, reinforcing every experience and activation within Benthos’ core story, and not something outside of it.