Cecilia Martín - Speaker
Branding with Purpose: Stand Out for What You Stand For
Arts & Culture Brand Strategist / Founder, Culture Connects (CC)
Abstract:
An energising workshop that equips arts professionals with tools to create a brand-driven purpose.
In a time when impact and authenticity matter more than ever, this session explores how branding can drive innovation, shift perspectives, and build emotional connections. Through case studies, peer learning, hands-on exercises, and purpose-led strategies, participants will explore how branding not only helps institutions stand out, but also stand for a better world.
The goal: to shape a strong brand purpose that inspires support, transforming arts institutions into spaces of possibility bringing change close to people’s lives.
About Cecilia:
Cecilia Martín (she/her) is an Arts & Culture Brand Strategist and Founder of Culture Connects (CC). With over 20 years of experience, she helps cultural organisations connect with audiences in innovative and purposeful ways.
Her work spans orchestras, museums, and cultural institutions worldwide, always championing creativity, digital culture, technology, and the power of voice. Cecilia has been part of transformative brand strategies and campaigns for institutions such as the Art Fund – Art Assembly, National Museum of World Cultures, Geneva Museum of Ethnography, Museumvereniging, International Institute of Asian Studies, osloBIENNALEN, Wiener Konzerthaus, Philadelphia Museum of Art, LAS Art Foundation, King’s College Cultural Institute, British Council Creative Economy, CulturAL, Guggenheim UBS MAP Global Art Initiative, Berlin Philharmoniker, and Philharmonie Luxembourg, among many others.
Cecilia regularly teaches branding and audience engagement at universities including the Royal College of Art, Central Saint Martins, University of Barcelona – IL3, and ICOM. A bold thinker and inspiring facilitator, she is a frequent innovation speaker and leads workshops at international forums such as VLOW!, Design Indaba, Sónar+D, Transform, Museum Forward, and Communicating the Arts. She is also the author of pioneering audience research including “Millennials: The Driving Force of Innovation” and “#Staysocial @Museums.”
🎟 Join us at CTA Amsterdam 2025
📅 17–19 June, 2025