How to develop a visual identity for a merged artist and therapist personal brand
Lehtola, Vuokko (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051512128
https://urn.fi/URN:NBN:fi:amk-2024051512128
Tiivistelmä
This thesis explores how art and homeopathy services can be integrated into a unified personal brand identity. The thesis was commissioned by Finnish contemporary artist and homeopathic therapist Saara Utti. Utti wanted to solidify her artist brand, increase art sales, and gain homeopathy clients through the development of a website, prompting the need to also create brand visuals.
The theoretical section explores the branding of complementary and alternative medicine practitioners and contemporary artists. The branding of multiple contemporary artists and homeopaths was analysed through benchmarking, focusing on their websites.
Through a practice-based approach, graphic guidelines, and a website with sections for art portfolio and homeopathy services were developed, reflecting the defined brand identity. Subsequently, a web survey was conducted to evaluate potential clients’ perceptions of the brand and website.
Key findings from the study show that the branding of artists prioritises authenticity, integrity, and minimal visuals, while the branding of homeopaths emphasises trust with visuals reflecting nature and tranquillity. The survey results indicate a strong alignment between the perceived and the intended brand image of the commissioner. This suggests that the method of combining branding aspects from the two fields can be effective in developing an interdisciplinary personal brand in the case of a contemporary artist and homeopathic therapist.
The theoretical section explores the branding of complementary and alternative medicine practitioners and contemporary artists. The branding of multiple contemporary artists and homeopaths was analysed through benchmarking, focusing on their websites.
Through a practice-based approach, graphic guidelines, and a website with sections for art portfolio and homeopathy services were developed, reflecting the defined brand identity. Subsequently, a web survey was conducted to evaluate potential clients’ perceptions of the brand and website.
Key findings from the study show that the branding of artists prioritises authenticity, integrity, and minimal visuals, while the branding of homeopaths emphasises trust with visuals reflecting nature and tranquillity. The survey results indicate a strong alignment between the perceived and the intended brand image of the commissioner. This suggests that the method of combining branding aspects from the two fields can be effective in developing an interdisciplinary personal brand in the case of a contemporary artist and homeopathic therapist.