Work
With a deep commitment to strengthening the impact of organizations who are making a meaningful difference in the world, Maggie has worked in fields such as science, nature, health, visual arts, architecture, public space, higher education, and more.
Client / Project List
Science, Nature, & Health
Anne Peled, M.D.
ArtScience Labs
Bill & Melinda Gates Foundation
Carnegie Museum of Natural History
Center for PostNatural History
La Brea Tar Pits & Museum
Natural History Museum of Los Angeles County
Penn Museum of Archaeology and Anthropology
Powdermill Nature Reserve
Higher-Ed Arts Education & Leadership
California Institute of Arts
Culture Track
Stanford University
Architecture & Design
Cooper Hewitt National Design Museum
Imagination Playground
Leroy Street Studio
Pelli Clarke Pelli Architects
Rockwell Group
SHoP Architects
Ten Arquitectos
Urban Programming & Preservation
City Parks Foundation
Docomomo
Museum of the City of New York
World Monuments Fund
Visual Arts
Center for Creative Photography, University of Arizona
Georgia O’Keeffe Museum
Museum of Contemporary Art, Los Angeles
Philadelphia Museum of Art
Rubin Museum of Art
San Francisco Museum of Modern Art
Smart Museum of Art, The University of Chicago
Walters Art Museum
Performing Arts
Center Theatre Group
Metropolitan Opera
The Music Center, Los Angeles
Roundabout Theatre Company
Segerstrom Center for the Arts
Project Examples
Science, Nature, and Health:
Natural History Museum,
Los Angeles County
Strategic Planning,
Positioning & Branding
In this 2.5 year project, Maggie worked alongside the President, leadership, Board, and staff on an inclusive, insight-driven strategic planning, visioning, and brand positioning project for both the Natural History Museum and the LaBrea Tar Pits. The process was as important as the project, with iterative work sessions and interviews with staff, community leaders, and thought leaders that paved the way for cultural change, consensus building, and sweeping transformation and innovation. The result was a plan that cemented and accelerated steps to rethink the model and purpose of a natural history museum by embracing both natural history and living nature; focusing on both the natural and cultural worlds; and gearing up to reimagine the design and impact of the LaBrea Tar Pits in order to more powerfully tell the site-specific story of climate change and mass extinction in the context of the Pleistocene era in Southern California.
Arts Education & Leadership:
California Institute of Arts
Strategic Planning
Positioning & Branding
As one of the most important and radical institutes of higher education in music, film, dance, theater, and visual art, CalArts wanted to boldly face the national crisis in higher education in order to ensure their ability to educate and train artists for many more years to come. Founded as a community of artists, they wanted to create a strategic planning process that was as inclusive and community-driven as possible, which led to a 2-year visioning project centered on insights and feedback from students, alumnx, faculty, staff, Board, community members, and thought leaders. What emerged from the process was a wide-sweeping Opportunity Assessment summarizing all the opportunities and challenges facing the institute; a newly developed mission statement and set of values; and Strategic Framework that prioritized particular goals and laid out a plan to realize them over the next 5 years.
Science, Nature, and Health:
Anne Peled, M.D.
Organizational Management
Positioning & Branding
This project was a remarkable opportunity to partner with a groundbreaking breast cancer surgeon and entrepreneur on her business and brand. With her unique training in conducting both cancer and reconstructive surgery at once, and her pioneering innovation in preserving the nerves while doing so in order to maintain sensation in the breasts, Dr. Peled is distinctly positioned to forever change the treatment and standard of care for breast cancer patients. Maggie tackled both the business- and brand-side of Dr. Peled’s multi-faceted enterprise by evaluating and maturing her organization and operations; building and designing a new brand strategy and website; recruiting new team members and consultants; evaluating and introducing new business systems and processes; and leading crisis management during the COVID-19 pandemic.
Architecture & Design:
Rockwell Group
Positioning & Branding
Maggie worked in-house at the architecture & design firm Rockwell Group for five years, helping to create a unified voice for stronger brand and messaging consistency and for greater narrative cohesion with clients across hospitality, entertainment, air travel, education, and more. This required crossing many departments: collaborating with design teams to articulate narratives for projects; developing the website, newsletter, and social media presence; working with clients and writers on press outreach; or helping to develop Imagination Playground, a non-profit dedicated to reimagining the future of child play.
Visual Arts:
Georgia O’Keeffe Museum
Strategic Planning
Positioning & Branding
Since its founding over twenty years ago, the Georgia O’Keeffe Museum has expanded from a small, single-artist museum to a much more diverse and complex organization, encompassing the galleries in Santa Fe, the artist’s home and studio in the New Mexico desert, groundbreaking discoveries and intellectual property from its own research center, and expanded program offerings both on- and off-site—all lending a unique perspective to O’Keeffe’s life and legacy. As such, Maggie partnered with the O’Keeffe on a visioning project that would build on its progress over the first twenty years in order to dream and plan for the next twenty years of transformation. Through a series of iterative work sessions with leadership and Board, and extensive community research and benchmarking studies, we developed an Opportunity & Impact Assessment that both revealed the most powerful opportunities that the organization could pursue and prioritize, and articulated a new brand architecture and strategy that would better represent the broad impact of the organization beyond a typical museum.
Thought Leadership:
Culture Track
As Managing Director of LaPlaca Cohen, Maggie scaled and transformed the Culture Track national research study into a cross-channel cultural platform that studies and forecasts the patterns of cultural consumption, and gathers thought leaders across industries to ideate around the future of culture in our world. The transformation of this initiative included developing a new brand, microsite, and content channels; in addition to presenting and moderating panels on the future of culture at national and international events, festivals, summits, and retreats.
Select Sectors
Science, Nature, & Health
With a lifelong passion for science, health, and the environment, Maggie has helped entrepreneurs and early stages companies in the health and science fields to mature their businesses, evaluate and manage operations, develop positioning and content strategies for greater impact and reach, and more rigorously track income and expenses. Maggie has also embedded herself in larger, more complex organizations like natural history museums and health-focused foundations to develop long-term, transformative strategic plans and delivered comprehensive organizational assessments to help strengthen cultural health and operational functionality.
Architecture & Public Space
Maggie has worked in the architecture & design world both in-house and as a consultant by working alongside design teams to translate strategic plans into architectural concepts and vision, driving organizational and transition planning for future sustainability, and crafting positioning strategies for greater impact. She has also worked on creating the branding and messaging for several companies that transform unused space or urban parks into vibrant spaces for community programming.
As a native New Yorker, Maggie is dedicated to the culture and vibrancy of cities, and has spent much time studying, working, and giving panels and presentations in cities all over the world, in addition to the advocating for the preservation of historic sites and buildings.
Arts & Education
Maggie has had the honor of working with some of the greatest and most innovative museums and higher-education institutions on strategic planning, organizational assessments, leadership advising, and brand positioning initiatives to help them develop long-term strategic plans for greater impact, study and better serve their changing communities, strengthen and reorganize their operations, and build programs to train arts leaders of the future. For many years, she also led a quantitative, tracking study, Culture Track, to follow the patterns of cultural consumption in order to better understand the role and meaning of culture in people’s lives, and how and why that changes.
Maggie also has a masters in art and architectural history from the Institute of Fine Arts.