The Santa Fe Art Institute is a renowned organization exploring the intersection of contemporary art and society. Artists from around the globe participate in programs aimed at both nurturing the artists and bringing art to diverse audiences. Minelli, Inc. developed a brand strategy and as an extension of that work, was able to obtain a grant from the SAPPI international awards program, “Ideas that Matter”. “Art in Transit” was launched and it placed contemporary bilingual art across the city on public venues. By transforming everyday encounters into unexpected opportunities, Minelli created tremendous buzz and visibility in the community, and across the country.