Diane Pham

Design &
Content Strategy



A modern architecture firm with a mismatched identity, SPF:a's branding was still grounded in its founding decade: the 90s. To better reflect its progressive, refined, process-driven work, a complete overhaul of the firm's identity was called for. This would begin with a new logo and copy and graphic guidelines that would extend to a redesigned website and the reinvention of the studio's marketing collateral, both visual and written and in digital and print. Additional actions included a media and marketing plan and business development strategy.

Credits: Matthew Momberger (photography), Bruce Damonte (photography), Simon Langneaux (web), Typecraft (printer)

—Web Strategy & Creative Direction
—Writing: Case Studies & Editorial
—Print & Digital Design
—Photo Production
—Press Initiatives & Media Management
—Social Media
—Business Development


I was hired to conceptualize and launch a NYC-focused architecture, design, urban planning and real estate website for CityRealty. As founder and editorial director I led a team that turned a niche blog into a respected, go-to resource.

In addition to building a brand voice and strategizing an editorial calendar, I developed several popular, community- and traffic-building series. By combining quality, original content with media partnerships and a targeted SEO strategy, 6sqft quickly built a solid reader base with exceptional month-to-month traffic growth in a highly competitive market. 

In June 2017, 6sqft was selected for inclusion in Columbia University's Avery Library Historic Preservation and Urban Planning web archive to ensure its continuing availability to researchers.

Credits: Ruby Manadero (web and branding)

—Editorial Strategy
—Content Development
—Social Media Strategy
—Media Partnerships
—Team Management
—Branded Content Structuring (Platform, Creative Direction)

My sqft

Building on the 6sqft brand, I developed My sqft, a series bringing readers into the homes of real New Yorkers. Going beyond the sleek or overly prim aesthetic typical of shelter magazines, My sqft features unique individuals who've carved out and decorated their spaces in inspiring and unconventional ways. My sqft remains one of 6sqft's top trafficked verticals. 

Credits: Brett Wood (photography), Erin Kestenbaum (photography), James & Karla Murray (photography), Miesha Agrippa (cinematography), Woojin Chung (motion graphics)

—Location Scouting
—Art Direction

Shakespeare Center of Los Angeles

The Shakespeare Center of Los Angeles currently functions within a dated 1960s construction unable to accommodate its growing needs. Unlike a typical playhouse or theatre, its mission is to educate under-served youth and veterans on the works of Shakespeare and the art and science of theatre. To support its future ambitions, the organization is seeking to expand and modernize its facilities.

“Raise the Ruff!” is a fundraising book that offers an overview of the organization, its goals, and the architectural design it hopes to bring to fruition.

Credits: Typecraft (printer)