During my fifteen years of consulting with organizations on their brand and design strategies, I realized that even the most captivating branding campaigns fell short of creating a deep and meaningful connection. It became clear to me that this missing dimension was not a matter of ineffective branding campaigns; instead, it was ultimately that the products or services themselves lacked a true lovable quality.
As a result, I’ve launched Arts & Labour, a platform for uniting contemporary artists with brands and designing dynamic art collaborations. To underline the need for skillful and powerful integration of each artist’s work, we coined the term art fusion. Art-fusion collaboration, when done right, embodies the universal yearning for beauty, grace, and imagination we all harbour. What’s more, it can outperform even the most successful conventional branding campaigns.
The fresh approach Arts & Labour takes to branding has resulted in a different level of engagement with clients, as well as with my students at OCAD University. My perspective on art fusion enriches what I bring to projects in a way that I hope contributes to a more intriguing and provocative experience for everyone.