How to create art for businesses
In the last post on this series, we covered some basic tips for working on art commissions.
On this post, we’ll discuss in more detail things you can do when working on art commissions for businesses.
In the last post on this series, we covered some basic tips for working on art commissions.
On this post, we’ll discuss in more detail things you can do when working on art commissions for businesses.
Creating art for businesses is very different from creating commissions for individuals, because there will often be a lot more people involved in the process. Whereas some organisations (such as city councils) regularly commission artists and will have a clear process in place, others have never done so before. Because you might be working with feedback and expectations from a large team of people, communication can be even more challenging.
Keep in mind some of these tips to help you during the process:
Know who is making decisions and giving you feedback.
Even if you deal directly with only one individual in the organisation, they will often be the spokesperson for a group of people that all have a say in the artwork. Understand who is involved and what process they use to discuss your work and come to agreements. If someone is passing on the ideas between you and a larger team, do something so that they can be easily presented (such as a PDF explaining your concepts) or try to arrange a meeting to present them yourself.
Establish your creative context.
You need to understand from the start what they expect from you as an artist and how much your creative input will be valued and listened to. Some businesses will have a designer / creative team, and they might see you as a collaborator on the conceptual phase or merely want you to reproduce their ideas, as well as anything in between those two extremes. If there is an existing creative project in place (such as interior redesign or a rebrand of the company) try to speak to the designers to understand what your creative context is.
Always understand their brand and who you are creating for.
Even if you have complete creative freedom with your piece, make an effort to understand the company’s brand and values, as well as the audience of your artwork, so that you can sell your ideas. If you have to justify any creative choices, it’ll be much more effective to do so explaining how they are relevant to the company and the people involved with it.
Make art for the audience, not the boss.
Inevitably, sometimes you will receive feedback that is based on the personal taste of an authority in the company or the individuals working with you. Although their understanding of the organisation is essential, their personal taste should NOT determine the direction of the artwork. It is essential that the conversations about your piece centres around its audience, whether it's existing customers, prospects or staff. Be prepared to explain your creative decisions and stand your ground on important points.
Accept that some people will hate it.
The bigger the business, the smaller the chances that every single person in it will love your work. Do the best art you can in the context of the project and don't worry too much about individual opinions.
Follow Julia on instagram at @artofboth, and at her website artofboth.com.
Art commissions: basic tips
As an artist, in addition to creating work for exhibitions and your own projects, you may often be commissioned by businesses or individuals to make something just for them. Whether it is a piece of fine art, a mural, or a digital illustration, a commission gives you an opportunity to practice your skills, create new work, and reach new audiences.
Unfortunately, misunderstandings can sometimes come up along the way that cost you time and impact your client’s satisfaction. I’ve found that most problems arise from a lack of clarity in communication, and from not being on the same page about the expected result, timeline, or cost of the piece. Many clients will have never commissioned an artist before and may know little about art and the creative process, and it’s essential to keep that in mind.
Here are a few basic things to remember while doing an art commission to avoid most issues.
Always start with a brief No matter how simple or straightforward the project, always develop a basic brief at the start. Talk to your client about what she wants from the art piece and what role it will fulfil in her home or business.
Assess the client’s expectations When someone commissions you for the first time, talk to her extensively about what she expects from the art piece. Be skeptical of people who tell you that they have no expectations and that you can do anything you like. Usually, clients have seen a particular style of art that you do and want something similar. Show them pieces of your work and discuss what they like the most.
Get a deposit before you start sketching A lot of people will ask to see ideas or sketches on the piece before they commit to working with you. However, they should be able to decide whether you are a good fit for their project based on your portfolio and past experience, without asking you to work for free. It can be frustrating if you spend a long time working on a design only to have a potential client cancel the project. Before you do any creative work, get them to pay a small percentage of the quote as a financial commitment.
Show your client a sketch before you start the piece Once the client has paid a deposit, get approval of a basic design before you start the piece. This can be as simple as a rough sketch or as detailed as a presentation with colour palette, mood boards, and finalised drawings. The important thing is to agree on the main elements of your piece before you spend a lot of effort on it. If the client is unhappy with the final result, you can refer back to this stage to justify your choices.
Don’t rely on words when talking about art The people commissioning you will rarely be artists, so you need to illustrate what they mean when using creative terms. When they use words such as “abstract” or “modern” to describe their preferences, ask for examples of what they mean. Similarly, when you describe your ideas, don’t trust that they’ll understand your description: show them. This will ensure everyone is on the same page.
Keep them updated on progress This doesn’t mean you have to regularly send photos of the piece, but make an effort to keep your client posted on how it’s coming along and when you plan to finish. If you are running behind schedule, be honest about it.
Don’t forget to document your work Get good photos or videos of each piece you create. A solid portfolio is the best way to quickly convey to future clients the type of work you do and what they can expect from you.
Júlia Both is a Brazilian artist based in Melbourne. Her work explores duality and the relationships between the macro and microcosmos, inspired by plants, nebulae, sex, and dreams. For more about Júlia’s work, visit her at artofboth.com or follow her on Instagram (@artofboth).