AEG crafted key messages, identified target audiences, and developed boilerplates and media kits to facilitate effective press release creation and distribution. This messaging, along with institutional storytelling, was disseminated to AEG’s curated list of art trades and niche publications. AEG also led the charge on monthly press releases and pitching initiatives, while supporting the overall email newsletter strategy.

To further maximize TRANSFER’s goals, AEG developed an integrated communications and programming strategy that focuses on impactful language and storytelling, helping position TRANSFER as a leader in digital art conservation. To ensure maximum impact, AEG held weekly meetings with TRANSFER to discuss strategy and transition.

Over a year and a half, AEG played a pivotal role in transforming TRANSFER from a traditional gallery to a decentralized data trust. AEG helped define a new organizational structure, clarifying roles and responsibilities while developing language that resonated with both artists and technologists. This process involved extensive education and storytelling, bridging the gap between the art world and the tech community. AEG facilitated two-way communication, helping technologists understand artists' perspectives while teaching artists how to leverage technology effectively. These efforts included both internal and external storytelling, encompassing media, press, and communication strategies.