New times. New audiences. New ways to connect with culture.

I am Cecilia Martin, a brand consultant, researcher and international speaker working in the cultural sector. I am a World citizen born in Spain, educated in the Netherlands and based in London.

I am a risk taker by nature. For more than 15 years I have been helping art and cultural organisations cross boundaries and realise new possibilities. My aim is to connect culture with people in new ways.

After working for many years as Brand Strategist at Summa Barcelona as part of rebranding projects. I was brave enough to pursue my passion: Culture. I moved to London to be part of Jane Wentworth Associates. During that time, I helped with the development of brand strategies and identity programmes for the Philadelphia Museum of Art, Garage Museum of Contemporary Culture, Wakerhurst | Kew Gardens, King’s College Cultural Institute and the V&A Museum of Childhood, among others.

I moved back to Amsterdam - where I had initially studied at the European Business School of Rotterdam and the Hallo Academy for Applied Creativity in Amsterdam - to became the co-founder of Lava Lab, a lab for innovation mixing strategy, design and technology part of the Lava Design agency. Together we brought to life interactive storytelling projects such as the #GoldenAge app, developed the brand architecture and vision for the Netherland's National Museum of World Cultures and worked on the brand strategy for the Wiener Konzerhaus and Child Helpline International.

Today, I continue to be part of Lava’s creative network while working independently on my own international cultural projects from London.

Research is an important part of my job. I have developed thought leaderships papers around young audiences such as “Millennials as the driving force of innovation” in museums. I was commissioned by the Art Fund to develop research on the potential of digital learning for the development of museum’s professionals and to create a research series called Art Insights being editor in chief of the Cultural Hubs and 21st Century Curator.

Naming is one of my favourite expertise. I have helped with the development of names for the Guggenheim UBS MAP Global Art Initiative, the Windermere Jetty Museum, Breitner Academy, DAS Graduate School and RLVNT among many, many other always challenging naming projects.

When it comes to working processes I strongly believe in collective creativity. Therefore, I have developed methodologies that include workshops and interactive sessions based on the principles of design thinking. My work is often done in co-creation with clients and multidisciplinary teams, learning from each other, sharing knowledge and encouraging cross-pollination of ideas and expertise.

I am a proud member of ICOM MPR Board. I also enjoy teaching. I am Guest Lecturer at the University of Alicante and I have given master classes at the idEC University Pompeu Fabra of Barcelona, OTIS Design College in Los Angeles and City University London. I am also a frequent innovation speaker and a workshop facilitator on international conferences such us VLOW!, Transform, Communicating the Museum Conference, Design Indaba. If you want to see me in action, please click here. I also like to develop my profession by writing articles on cultural branding and art critics for A*Desk, Port where you can read me if you like.

Or if you want to get in touch please do!
+31 618 465 094
+44 7561 709 581