Author Name(s): Adéla Hanáková
E-mail(s): adela-hanakova@seznam.cz
Acknowledgement(s): I would like to thank the following people, without whom I would not have been able to complete this paper. Most importantly, my advisor, doc. Joachim Rindler, who took the time to guide me and not only encourage, but share insightful comments and critiques about my work. His guidance carried me through all the stages and difficulties of working on this project. Besides my advisor, I would like to thank my family and friends for all the support they have shown me through working on my thesis over the past few months.
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This paper focuses on the process of creating a personal brand of a graphic designer or an illustrator and its use as a form of marketing an individual uses to create a unique public image that demonstrates their values. The main aim is to inform the reader on which terms to familiarize themselves with, where to start and which tools they can choose from and use to help them with their creative journey.
graphic design, illustration, online marketing, personal branding, self-promotion, visual identity
Being an artist, especially freelance, requires us to take on multiple jobs typical for a small business. Creative director, marketing director, manager, secretary, accountant, administrative assistant… The list goes on and on. Because most art schools focus only on the creative process and not so much on teaching their students how to make art your career, it leads to many graduates having trouble with entering the creative industry or getting contracts. There are, in general, a lot of amazing artists out there who could easily make a living with their art but aren’t because art buyers don’t know they exist. Things like marketing is a key part of being an artist, from maintaining your social media and building your portfolio to knowing how to reach a wider audience.
The purpose of this paper is to highlight and confirm the importance of marketing skills and self-branding. The main source of information consists of books written by professionals working in creative fields, who provide useful advice and practices to beginner and experienced artists and art students alike.
Applying this knowledge, I will show the creation of the concept of my own brand and the use of marketing tools to progress my career.
Battenfield, Jackie. The Artist’s Guide: How to Make a Living Doing What You Love. Hachette Books, 2009. Terry, Will. What They Don’t Teach in Art School: An Illustrator’s Guide to Making Money in the Real World. Giggledesk, 2021.