Art Entrepreneurship Initiative
academic work in partnership with the City of Fayetteville (Fall 2024)
As a part of the Design & Communities course in the Master of Design curriculum at the University of Arkansas, my group (Obed Gonzalez and I) had the opportunity to work with the City of Fayetteville Arts & Culture Division to create a toolkit to support aspiring art entrepreneurs in Northwest Arkansas. Through primary and secondary research, we sought to understand the needs of art entrepreneurs and what resources already exist in the area before proposing a design intervention.
Research & Design
“What kind of entrepreneurship support do Northwest Arkansas artists need to start, manage, and grow their business?”
PRIMARY RESEARCH
Semi-structured interviews were conducted with a diverse range of stakeholders, including local artists, private businesses, and nonprofit organizations, to gather comprehensive insights into the needs and challenges within the arts community.
SECONDARY RESEARCH
A review of existing literature and a comparative analysis of entrepreneurship support organizations in the area were conducted to inform the solution and design decisions.
KEY TAKEAWAYS
Research revealed a need for increased organizational collaboration and a combined approach to resources. Based on these findings, we concluded that a static toolkit would not provide the long-lasting support that artists are looking for. What they needed was a dynamic system that has a three-pronged approach of 1) self-directed learning, 2) in-person education, and 3) community building. With this in mind, we proposed the Art Entrepreneurship Initiative (AEI).
BRANDING
The branding for AEI was rooted in the idea of creating a strong, consistent visual identity that reflects both the energy of Fayetteville and the unique charm of the Ozarks. Primary research emphasized the importance of “keeping Fayetteville funky,” a vibrant, creative spirit that connects the community and capturing the distinct visual style of the region, particularly its natural beauty and artistic culture. By drawing inspiration from local galleries and events, as well as existing colors from the City of Fayetteville branding, the AEI brand can communicate a sense of place, while maintaining a cohesive and recognizable look that resonates with both locals and visitors alike.
These icons are designed to visually convey the progression of entrepreneurs from emerging and growing to established stages in their careers. These are used consistently across all branded materials, providing clear visual cues to differentiate each level while maintaining cohesion with the AEI brand’s identity and its commitment to supporting entrepreneurs at every stage.
MODULES
We recommend a series of modules based on the questions that were frequently asked by art entrepreneurs. The modules would provide art entrepreneurs with self-guided resources in both print and digital formats, available for pick up at the local partnering organizations and download online. These would also work as the basis for workshops or networking events.
SYSTEM MAP
We created a system map that provides visual, high-level overview of the local organizations and services they provide. Intended to be an internal planning and communication tool, this allows the City of Fayetteville to coordinate, catalog, and communicate with the right partners for the needs of art entrepreneurs. The document was created on Google Drawing so that it can be a living and breathing document that is constantly updated and maintained.
MICROSITE
Designed to be a one-stop hub that lives within the City of Fayetteville website, the microsite will house various resources to support art entrepreneurs, including the published modules, a searchable list of community partners based on individual needs, a calendar of events in the local art scene, and a forum to connect and communicate with fellow artists and artist-serving organizations in Northwest Arkansas.
