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    Art... With a Business Perspective

    Tuesday, August 27, 2013

    Having met local fine artist Selina Firth at a gallery private view, and later seeing and very much liking her distinctive work, the opportunity arose to discuss her art with her from a business perspective. Learning that she was selling original works rather than prints, the conversation turned to our in-house, exhibition-quality giclée printer - and the possibility that she could increase sales without the constant need to create new pieces.

    With an upcoming exhibition scheduled at Whitstable's Fishslab gallery a few weeks hence: 'The Air and Feel of Here', we encouraged Selina to start thinking of her art in a commercial sense. We worked with her to scan and photograph her latest body of work, visualise the exhibition space - thinking of it very much as a retail space - and to devise a range of prints, formats and sizes to provide price points accessible to all.

    We recommended producing limited edition runs of signed prints on exhibition-grade Hahnemühle photo rag - a beautiful, weighty, 100% cotton art paper - from greeting-card size up to 24" prints. To introduce a lower entry point price, we created branded exhibition posters on a less expensive paper stock; with an imprint footer giving the title and exhibition details – devised in part to appeal to the tourist market who wanted to take a piece of Whitstable home with them.

    Intrigued by her 'SF' greek letter signature, we suggested it could make for a strong brand mark… so we digitised it, paired it with a clean, modern typeface, and her new identity was born.

    We then turned our attention to mounting, framing, hanging and presentation. We produced some smart, branded, foam-backed boards giving information about Selina, her prints, prices and ordering - plus a QR code board so gallery visitors could save her details to their smartphones. We also prepared a mailing list form to start a database for future marketing mailouts to announce new work and exhibitions. On-brand business cards completed her set of materials.

    Selina Firth - Fine Artist Selina Firth - Fine Artist Selina Firth - Fine Artist Selina Firth - Fine Artist Selina Firth - Fine Artist Selina Firth - Fine Artist Selina Firth - Fine Artist Selina Firth - Fine Artist Selina Firth - Fine Artist

    We're delighted to report that the exhibition was a great success, with a significant number of sales made and orders taken - crucially without Selina having to sell any of her treasured original pieces. The exhibition also gave the artist the confidence to approach businesses along Whitstable's renowned independent High Street - as a result, it's so exciting to see her lovely work hanging in shops, cafés, pubs and restaurants all around the town.

    Off the back of her success, Selina is focused on business possibilities and the greater exposure to be gained, and we're currently discussing future marketing, and indeed a new website to showcase her work too.

    Here at Bungalow we are able to offer artists access to high quality design, consultancy and marketing tools to help make their art commercially sustainable, reach a wider audience, and attract more sales.

    We print using our HP DesignJet Z2100 onto exhibition grade papers for photographers and fine artists (and celebrities' signed prints too!). With its 24" paper path, we can print up to A1 here in-house. Please call for more information and pricing; there's more information here about our PrintShop… and see our printer in action with internationally acclaimed photographer, Joel Meyerowitz here.