Occasionally, a project comes along that brings together everything I care about most: creativity, strategy, and real human impact.
Helping catalog and curate Karen Huntsman’s art collection for the new Huntsman Cancer Institute location in Vineyard was one of those projects.
While the work was rooted in honoring Karen’s vision, the experience itself was deeply hands-on and influential in how I think about marketing, brand experience, and the role of physical space in storytelling.
Her vision of healing through art and design has had a huge impact on my career in Marketing at Huntsman Cancer Institute.
My Role in the Art Curation Process
I worked closely with the art team to help catalog and curate the art. This involved spending time with the artwork itself, understanding the background and intent behind different pieces, and helping determine which works would ultimately be featured in a space designed for healing.
From a marketing perspective, it was a rare opportunity to engage directly with the physical environment of the brand. It reinforced something I believe strongly: brand experience is not limited to messaging or campaigns. It lives in the details, including what people see, feel, and experience when they walk into a space.
A Hands-On Experience with Native American Art
My background in art made this project especially meaningful. Spending time with the collection, particularly the Native American works, had a lasting impact on me both personally and professionally.
One piece that stood out was Germantown Wearing Blanket, a Diné weaving defined by bold colors and geometric diamond patterns. The design reflects a belief in a time when the stars were perfectly aligned, symbolizing balance, beauty, and peace.
Seeing work like this up close changes how you understand it. These pieces are not just visual elements. They carry history, cultural meaning, and intention. In a healthcare environment, that presence can feel grounding and human in a way that is difficult to replicate through words alone.
This experience strengthened my belief that art is not an accessory to brand experience. It is part of how people connect emotionally with a place.
Connecting Art to Marketing Strategy
From a marketing standpoint, this project reinforced how important physical and emotional context is to storytelling.
Every decision made during the curation process was intentional. Pieces were considered not just for how they looked, but for how they might make someone feel during a vulnerable moment. That mindset mirrors how I approach marketing strategy overall.
Whether I’m working on campaigns, content, or brand positioning, I’m always thinking about the human experience on the other side. This project was a tangible reminder that meaningful marketing often happens beyond screens and deliverables.
The Beacon of Hope Moment
Following Karen Huntsman’s passing on June 1, 2026, Huntsman Cancer Institute illuminated its Beacon of Hope in her honor through June 12. This marked only the second time the Beacon has ever been lit for an individual.
The Beacon featured imagery from Germantown Wearing Blanket, directly connecting Karen’s art collection to a symbol of hope visible across the Salt Lake Valley.
Seeing that connection come full circle was powerful. It highlighted how art, environment, and storytelling can come together to create moments that resonate far beyond their original context.
What This Experience Says About How I Work
This project reflects how I approach my work as a marketer. I care deeply about details, collaboration, and the emotional impact of what we create. I value opportunities to work across disciplines and engage with the spaces and experiences that shape a brand.
Helping curate this collection reminded me that some of the most meaningful work happens behind the scenes, through decisions that honor and support real people.
Find more stories about art on my website.
xoxo,
Michaela Rae
