Reaching a wider audience
Ross Loveday is an abstract artist whose paintings and drypoint and carborundum prints are inspired by the British landscape and capture the feel of the location in a fleeting moment.
We met Ross at a point in his career when he was looking to introduce his artwork to new audiences. Ross needed marketing tools in both printed and digital formats to talk to galleries and private clients to show how he used his inspiration and experience to create impact in his work.
Keeping the art central is key to creating communications that effectively portray the inspiration, quality and detail of their work. The presentation tools we created for Ross are image led to emphasise the beautiful texture of his work and use a cool, crisp colour scheme as a backdrop to highlight his subtle use of colour and line
For the printed material we used a broadsheet style brochure for it’s flexibility, since it can be used as a poster, mailer and as a handout in galleries and at exhibitions. This first brochure featured a selection of carborundum prints, and it is hoped that a second version will feature his new, large formats paintings.
It’s great to work with artists like Ross, who need the tools to be able to promote their work to galleries and clients. Furthermore, it’s even better to know that it is working, and that Ross has been able to gain substantial new commissions and interest from new galleries throughout the UK.
To further broaden the awareness of Ross’s work, we also developed a new website featuring a large selection of his paintings and prints, plus an artists profile and exhibition resume. Taking fine art to a digital platform creates its own challenges, but the site remains image led, with large details highlighting the beautiful texture found within the work.
To further support this push, we have created a carefully considered email newsletter which will serve as a vehicle to keep in touch with existing clients and as an invitation for new galleries to view his work.
Please visit www.rossloveday.com to see more.