California Arts Council
Creative Economy Strategic Communications Partner
The California Arts Council (CAC) is leading a statewide effort to strengthen California’s creative economy through policy, research, and public engagement. As the agency’s Creative Economy Strategic Communications Partner, Serotonin is developing a unified communications platform to amplify the voices, stories, and data shaping California’s cultural and creative future.
Brandpoints
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Strategic Positioning and Messaging Framework
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Storytelling and Content Capture
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Toolkit and Engagement Materials
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Web and Digital Strategy
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Social Media and Public Engagement
The initiative required transforming complex research and policy objectives into accessible, inspiring narratives that connect artists, organizations, policymakers, and the public. The challenge was to build statewide visibility for the Creative Economy initiative while ensuring diverse communities across California could
see themselves reflected in the work.
This engagement is laying the foundation for a long-term communications platform that positions the arts as vital to California’s economy and identity. Early outcomes include increased visibility among creative professionals and regional partners, consistent statewide messaging, and stronger connections between cultural equity
and economic growth. Our work is helping the California Arts Council show that creativity is not a luxury—it is a living system of innovation, belonging, and shared prosperity for all Californians.
