Unleashing the Artrepreneur – Empowering local artist Sarah Smalldon to thrive in business.
Striking the balance between artist and business owner is always challenging. Battling the desire to create, against bookkeeping and more corporate chores goes against many artists’ ambitions. Earlier this year, Sarah attended our DNA workshop where she recognised the need in creating a brand that feels comfortable in both creative and corporate spaces. She took a leap towards nailing this scary jelly and since then, we have been able to support her in rediscovering confidence in Art as a business. Developing an engaging brand narrative to guide selling her work while staying true to her authentic and vibrant personality. Welcome to the colourful world of Sarah Smalldon.
This was a really fun and collaborative journey. Biscuiteers Christina and Pete embraced Sarah's artistic spirit, uncovering her lovable Brand DNA and crafting a compelling brand narrative that resonates with Sarah and her target audiences. Guided by Sarah's vibrant and expressive artistry, we curated an identity that captures her endless energy that is ‘never grey’.
Pete says "One of the main creative anchors whilst designing the identity came from brand DNA and that being the phrase "Never Grey". This was something I referred back to constantly throughout the process, producing a concept that wasn't just colourful but also lively and reflective of Sarah's bright and vibrant art and character."
One of the primary challenges for any artrepreneur is effectively marketing and promoting their work. So our challenge was to create a versatile tool kit to ensure Sarah has all she needs to elevate her art and professionally present herself online and to aspiring wholesalers and galleries. This tool kit included logo variations for print and digital assets, utilising her iconic star graphic and her font to ensure consistency on all touch points.
To make her brand truly unique, we collaborated with Nick Dell ‘Anno who created a custom font based on Sarah's own handwriting. This bespoke typeface not only adds a personal touch to her brand but also allows her to maintain consistency and authenticity across all digital platforms.
Christina Says “You can’t help but smile when you see her ideas come to life on canvas and our goal was to ensure this same feeling was embodied in her brand.”
