3 Ways Public Art and Branding Go Hand-in-Hand
While many people may not realize it, art and branding go hand-in-hand. Consumers are very design-conscious and respond positively towards artistic-based communications. With a number of competitors fighting for their attention, having something to set you apart is key to your success. That’s where public art comes in.
Whether you’re a community space or a company, we believe you have a story. At EG Structural, it is our mission to bring it to life. We’re founded on the principle that functional public art can exhibit the incredible identity behind the communities and commercial properties where they stand. Read our article below to learn how art can help push your brand to the next level.
Art is a Form of Communication
Communication is essential in attracting old and new customers by playing a role in highlighting the values of one’s products and company. When you incorporate the right art it can support the company’s corporate identity, history, values, and overall mission. Adding public art to your business brings another level of meaning to your brand.
Public Art Installations Capture Company Culture
Looking to attract and retain employees? Public art is an excellent way to boost morale and beautify your corporate spaces.
Last year, EG Structural had the pleasure of partnering with Hines Development on a private commission project to produce a sculpture for their new Phoenix office. They’re an incredible company with developments across the United States. They’re continuously growing and experienced in what they do. We wanted to capture that in our sculpture piece to highlight the company’s strong company culture.
EG Structural’s founder and artist, Eric Garcia, personally developed several designs that embodied the spirit of this wonderful organization. Finally, one design stuck out from the rest. One that incorporates elements of nature, motion, and growth in an 18×7 foot space to inspire those who see it.
Eric used an assortment of mixed media for the commission project such as wood, styrofoam, paper mache, paper towels, acrylic, and plaster to construct a large tree with leaves falling from the branches. The tree symbolizes the idea of growth and stability, correlating with Hines’ experience and continued expansion.
Public Art and Marketing: Two Peas in a Pod
According to Vadim Grigoryan, a marketer specializing in corporate art projects, “both art and marketing create images.” Art plays a significant role in influencing marketing and advertising across its many mediums. Look at Grigoryan’s Absolut Vodka campaign. He oversaw Absolut’s return to the art world after an absence of more than 10 years by arranging collaborations with prestigious artists from around the world.
Today, Grigoryan teaches students how art engagement helps push a company’s branding even further. Some highlights include:
- Creativity is the art of making unexpected connections and it cannot exist without understanding what’s going on in the world.
- Implement the principles of citations. “Be a thief, a cocktail-maker,” he says, reminiscent of Picasso’s adage of “stealing” from other artists; find inspiration from the ideas around you.
- Creating something radically new requires destruction. ”This sounds scary,” he acknowledges, “but you have to be ready to tear up old ideas.”
- Don’t underestimate emotional appeal.
- Anything can be art, anything can become media.
Elevate Your Branding With EG Structural
At EG Structural we have a passion for creating projects that inspire. For over 25 years, Eric Garcia has provided strong conceptual design to develop timeless public art projects that embody the spirit of our clients. Whether they’re a corporate entity or a municipality, we see what makes them special and design a sculpture that highlights their exceptionality.
If your organization is looking for a private commission commercial sculpture piece, contact EG Structural today and we’ll be in touch with you as soon as possible!