Art Noir - A (successful) Experiment in Branding

Art Noir emerged as a vibrant initiative, providing a unique space for young professionals and artists to thrive, connect, and network in an unconventional setting. The project aimed to bridge the gap between artists and art enthusiasts, fostering a casual yet curated environment that transcends the typical gallery experience. We chose the Corliss-Carrington house's carriage house space for our event.

The project's centerpiece was an exclusive cocktail hour and silent auction featuring hand-selected local artists. The evening was carefully orchestrated to blend advocacy for artistic endeavors with a laid-back atmosphere, breaking down barriers and encouraging genuine connections. Michael Rose, a speaker from the Providence Art Club, shared insights on the significance of in-person connections for young artists and the necessity of dedicated spaces within the city.

The branding for Art Noir was meticulously crafted to embody qualities such as sensuality, chicness, intentionality, curation, and connectivity. The goal was to create a seamless connection between the digital realm and handmade art, reflecting the essence of contemporary artistic expression. Take a look at this Reel outlining my process:

To ensure consistency across all platforms, a textured and handmade approach was taken in designing the visual elements. A color palette inspired by cream pastels was chosen, and a video documented the creative process. This attention to detail resulted in a cohesive and distinctive visual identity.

The social media strategy focused on engaging a younger audience through a video-first approach. By featuring artists and utilizing Instagram's collaboration feature, Art Noir successfully increased visibility and audience engagement. This strategy not only sold out initial ticket tiers but also organically grew the following count beyond 300 before the event took place. Here's an example of the first "Featured Artist" Reel:

Caterina Maina played a pivotal role in community management, actively engaging with the audience, collaborating with featured artists, finding an MC for the event, and contributing to the overall success of Art Noir. The commitment to community interaction contributed to a strong organic growth in followers.

Art Noir's debut event was a resounding success, sparking demand for merchandise and inquiries about future events. The consistent branding strategy established Art Noir as a dressy, swanky, accessible, youthful, curated, and exciting space. The project's triumph lies in creating an immersive experience that not only met but exceeded the expectations of its audience, setting the stage for future endeavors. Check out the rest of my social media content on Art Noir's Instagram Page and the DEEM Studios(my agency)Instagram.