Over the past year, I have had the pleasure of collaborating with the artist Joseph Petry to enhance his online content and develop a press release in preparation for his current exhibition, Freeing Mind Chaos. Joseph’s art carries a profound story, and our work together focused on conveying this depth to his audience online and in person.
Freeing Mind Chaos by Joseph Petry
In preparation for this exhibition, we crafted promotional materials. In these materials, we highlighted the unique opportunity to meet Joseph in person.
Freeing Mind Chaos
ArtWorks Gallery & Studio, 236 Penn Ave, Scranton, PA
October 4 – 25, 2024
Joseph firmly believes that people experience art best in person. And this exhibition allows him to engage directly with viewers and share the stories behind his mixed-media works.We worked to translate that experience into an engaging online presence without losing the intimate connection he fosters through his artwork.
Building Confidence and Connection: Bringing Joseph’s Art and Story to Life
As Joseph explained, one of the most unexpected yet rewarding aspects of his artistic journey has been the confidence he’s gained as people experience his work firsthand. This confidence fueled his creative process. It also drove our efforts to convey that same energy and emotional bond to a broader audience. He believes that success comes when the experience of art transforms both the artist and the viewer. This belief has become central to his branding. By helping him share his story compellingly and authentically, we supported his growth as both an artist and a communicator, fostering a stronger connection between his art and those who experience it.
Joseph’s story continues to unfold, and I’m honored to help him grow creatively and professionally. His journey reminds us that great art is not only about creating beautiful works but also about sharing an emotional bond that enriches both the artist and the audience.
Using Your Online Portfolio or Gallery to Connect with Your Audience
This week, we are still working on your online presence, and we begin to focus on one of its most important features: your portfolio or gallery.
Why Your Web Presence Matters
Your website is where potential buyers, collectors, and art professionals first interact with your work. This space must be well-organized, accessible, and strategic. While your About page shares your story, your portfolio or gallery is where your art takes center stage, allowing visitors to explore and engage with your pieces.
Weekly Video Recap
Online Portfolio vs. Gallery: What’s the Difference?
Although we often use the terms “portfolio” and “gallery” interchangeably, they serve different purposes:
Portfolio: If your primary goal is to attract gallery representation, commissions, or professional opportunities, a portfolio is your best bet. It showcases your range of skills, techniques, and versatility, giving curators or agents a comprehensive view of your work.
Gallery: An online gallery is more appropriate if you’re focused on selling artwork. This format is designed to display finished, purchasable pieces and is ideal for art collectors, buyers, and enthusiasts.
You don’t have to stick with “portfolio” or “gallery.” Depending on your site’s goals and the type of work you offer, you might choose other names. For example, if you’re selling prints or reproductions, you could use the title “Shop.”
Who Is Your Audience?
The format you choose depends on the action you want your audience to take:
For gallery owners or agents – Use a portfolio to display a wide range of work, highlighting your versatility.
For collectors or buyers, an online gallery is more appropriate, as it makes it easy for them to find pieces to purchase or inquire about.
Understanding your audience and goals will help you determine which format best supports your objectives.
Your Assignment for This Week
Your task this week is to decide what to call your art display area. Is it a portfolio, gallery, or something else? Whatever you choose, make sure it’s easy for visitors to find.
And if you don’t have a website or need to organize a large body of work for different audiences, consider a platform like Artwork Archive to get started.
Next week, we’ll dive deeper into how to organize your portfolio or gallery, so stay tuned!
This week’s video is about building your artist About page. If you’re an artist working on having an effective web presence, this is a strategic component.
Weekly Video Recap
Why Your Artist About Page Matters for Marketing
Your About page isn’t just a collection of random facts; it’s a powerful tool to connect with your audience. When someone is curious about you as an artist, this is the first place they’ll look. It’s your personal spotlight, and it should reflect your story, goals, and the unique vision behind your work.
Think of this page as part of your broader marketing strategy. As you craft this narrative, you’ll need to consider your ideal audience.
Tips for Writing Your About Page
Engaging Introduction
Start with the basics—your name, artistic discipline, and a brief introduction. If relevant to your audience, include where you’re from or based. Keep it engaging right from the beginning to draw readers in.
Your Story
Your story is where your personality comes through. Share your journey as an artist—how you started, important experiences, and the moments that shaped your artistic career. Make this section personal and relatable to connect with your audience more deeply.
Your Vision
What drives your creative process? Talk about your artistic philosophy, themes you explore, and why you create your work. This will help people understand the emotion and purpose behind your pieces.
Your Work
Get into the specifics of what you create. Discuss the materials, techniques, or processes that make your work unique. This will help buyers, curators, and galleries appreciate your art’s distinct qualities.
Your Accomplishments
Briefly mention any notable exhibitions, awards, or recognitions. If your work is featured in collections or represented by galleries, include that information here.
Images
Add at least one high-quality photo of yourself, ideally in your studio or while working. Images of you add a personal touch and help potential buyers or collaborators feel more connected to you.
Call to Action
Don’t leave your visitors hanging—invite them to explore your portfolio, sign up for your newsletter, or follow you on social media. Make it easy for them to stay engaged.
The video also discusses how your artist statement and bio fit in and some other tips for building and maintaining this page.
An Essential Page
Your About page is essential to your artist website and marketing strategy. When done right, it connects you and your work with your audience.
Weekly Video Recap: Key Elements for Your Online Presence
This video gets into the key components that make your artist website an effective hub for your niche marketing strategy. We’ll discuss the must-have pages or sections for your website, along with some optional features to consider based on your goals
In the following weeks, we will focus on each element, what to include and how to include content that serves your niche audience.
The Bottom Line
While your website doesn’t need to be perfect from the start, it’s crucial to focus on the essential elements that will effectively serve your target audience. Remember, your website is a project that will evolve over time.
Stay tuned as we dive deeper into these elements in the upcoming videos!
In this week’s video, I talk with attorney and photographer Kiffannie Stahle – the artist’s J.D. She covers the five legal must-dos for your art business.
Video Recap
Kiffannie, an experienced lawyer and creative, shares her best advice for artists trying to build a business. She gives five tips for your career and business, whether in the start-up phase or already established.
While all five tips are important, pay close attention to tip one!
Watch the video, then visit www.nextlegalsteps.com and answer a quiz to help figure out your next steps.
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional
Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes.The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
In preparation for this exhibition, we crafted promotional materials. In these materials, we highlighted the unique opportunity to meet Joseph in person.
