ABOUT ME
I am Sarah Hromack-Chan, founder and principal of Soft Labor, a strategic consultancy that advises organizations, artists, and designers while serving as a collaborative bridge between orgs and people who make things.
Over the past twenty years, I have worked with countless artists, writers, designers, curators, technologists, and other cultural producers, as well as global technology leaders, on a wide variety of initiatives — everything from organizational, editorial, creative, and digital strategies to end-to-end design and development processes. While I love good ideas, these days I’m most interested in strategies and tactics — in practice a bit more than theory.
My POV as an advisor is informed by many years spent as a participant-observer of the organizational mind. I have devised strategies and lead in-house teams at the Pratt Institute, where I served as the founding Director of Digital Communications; the Whitney Museum of American Art, where I served as the founding Director of Digital Media; Project Projects (now, Wkshps) where I served as the studio’s digital strategist; and New York University’s Steinhardt School, Department of Art and Art Professions, where I taught MA students in the Visual Arts Administration program about the intersection of art and technology. I have lectured and critiqued widely.
I still believe in independent criticism and publishing, which I began engaging with in the 1990s as a teenage bedroom art blogger. My writing on art and design has been featured in Hyperallergic, Print, Frieze, Art in America, Mousse, Rhizome, and many other publications; it has also been supported by an Andy Warhol Foundation Arts Writers Grant.
Over the past twenty years, I have worked with countless artists, writers, designers, curators, technologists, and other cultural producers, as well as global technology leaders, on a wide variety of initiatives — everything from organizational, editorial, creative, and digital strategies to end-to-end design and development processes. While I love good ideas, these days I’m most interested in strategies and tactics — in practice a bit more than theory.
My POV as an advisor is informed by many years spent as a participant-observer of the organizational mind. I have devised strategies and lead in-house teams at the Pratt Institute, where I served as the founding Director of Digital Communications; the Whitney Museum of American Art, where I served as the founding Director of Digital Media; Project Projects (now, Wkshps) where I served as the studio’s digital strategist; and New York University’s Steinhardt School, Department of Art and Art Professions, where I taught MA students in the Visual Arts Administration program about the intersection of art and technology. I have lectured and critiqued widely.
I still believe in independent criticism and publishing, which I began engaging with in the 1990s as a teenage bedroom art blogger. My writing on art and design has been featured in Hyperallergic, Print, Frieze, Art in America, Mousse, Rhizome, and many other publications; it has also been supported by an Andy Warhol Foundation Arts Writers Grant.