Branding myself
by Paul Malyschko · in General Discussion · 09/13/2004 (2:00 am) · 12 replies
I've been moving forward in establishing myself as a legal entity and making a name for myself as a concept and character artist, and the time has come for me to establish my own corporate identity.
However, everytime I try to "brand" myself, I can't decide what I want to do. Sometimes I'll go for a serious tone, and days later say "it's TOO serious", or go for a comedic tone, and days later say "it's TOO frivolous".
It took me long enough to narrow down my job from "illustrator" to "concept artist". It was especially hard too, considering I code and design as well.
There's also the question of whether I should use my name, or if I should go with another moniker... one I had been considering was "Got Game... Art?", with a 50s style brochure outlining how games with no concept = no game art = no game, as opposed to having concepts = got game art = got game. It was a serious piss take, but I don't want to be seen as not serious about my profession either. I'm in a quandary, and it's really hard to decide what I want to do.
Another suggestion has been to get another graphic designer to do it for me, but I'm unsure as to whether this would work either. I'm thinking that I have a more timeless image that can be appropriated to many things (art, code and design), but I'm very confused.
Any enlightening thoughts would be greatly appreciated.
Cheers,
Paul.
However, everytime I try to "brand" myself, I can't decide what I want to do. Sometimes I'll go for a serious tone, and days later say "it's TOO serious", or go for a comedic tone, and days later say "it's TOO frivolous".
It took me long enough to narrow down my job from "illustrator" to "concept artist". It was especially hard too, considering I code and design as well.
There's also the question of whether I should use my name, or if I should go with another moniker... one I had been considering was "Got Game... Art?", with a 50s style brochure outlining how games with no concept = no game art = no game, as opposed to having concepts = got game art = got game. It was a serious piss take, but I don't want to be seen as not serious about my profession either. I'm in a quandary, and it's really hard to decide what I want to do.
Another suggestion has been to get another graphic designer to do it for me, but I'm unsure as to whether this would work either. I'm thinking that I have a more timeless image that can be appropriated to many things (art, code and design), but I'm very confused.
Any enlightening thoughts would be greatly appreciated.
Cheers,
Paul.
About the author
#2
09/13/2004 (8:19 am)
I also think the slightly serious approach would be best for concept art. If I'm contracting you to code for 10+ hours in my office, I want a good personality. If I'm email contracting some concepts from you, I could care less what kind of person you are, only that your work is good and on time.
#3
Artists are very much considered flaky by stereotype. However, if he goes too serious with his presentation, he may be thought of as unimaginative.
I would say that while presenting a "thoughtful" presentation, you must show the true ability to be artisitic ("flaky?") while also showing that you arent living in the planets you concept.
For a name, I would stay away from an obvious rip off of another's slogan.. again that suggest to me (Mr Big producer) that you are unimaginative that you couldnt come up with your own name/slogan. The "got art" is an obvious rip off.
The only real thing I can suggest for you to do, is look at yourself closely, examine what you are and how you draw. Derive from that your name.
09/13/2004 (8:58 am)
At the same time, for you to see his as a prospective contractor to work through Interent, he has to portray himself as serious enough to be contacted for said art.Artists are very much considered flaky by stereotype. However, if he goes too serious with his presentation, he may be thought of as unimaginative.
I would say that while presenting a "thoughtful" presentation, you must show the true ability to be artisitic ("flaky?") while also showing that you arent living in the planets you concept.
For a name, I would stay away from an obvious rip off of another's slogan.. again that suggest to me (Mr Big producer) that you are unimaginative that you couldnt come up with your own name/slogan. The "got art" is an obvious rip off.
The only real thing I can suggest for you to do, is look at yourself closely, examine what you are and how you draw. Derive from that your name.
#4
- Brett
09/13/2004 (9:06 am)
I would have to say that the whole "Got [anything...]" campaign is overused. First it was "Got Milk?" Then it was "Got Game?" next thing you know I'm seeing "Got Meat?" "Got Sex?" and "Got the Time?" If you really want to stand out, pick something that isn't so overused. - Brett
#5
I'm going to ditch the slogans and cheesy image, as it does nothing for me now, and doesn't seem to do anything for anyone else either. The question is what to follow it up with, and I suppose it will be something a bit more timeless.
Cheers,
Paul.
09/13/2004 (9:52 am)
Thanks for all the comments. The alternate viewpoints have been entertaining and have given me some perspective on where I should be headed.I'm going to ditch the slogans and cheesy image, as it does nothing for me now, and doesn't seem to do anything for anyone else either. The question is what to follow it up with, and I suppose it will be something a bit more timeless.
Cheers,
Paul.
#6
Example: If you want to target indies, you are targeting guys like me (go figger *grin*). Except 95% of indies, in my experience, lack money or seriousness. So you are actually targeting the remaining 5%.
So what do the remaining 5% (the 'serious' indies?) want? Cheap. Reliable. Ability to communicate and work well off-site. The ability to turn someone else's imagination into reality. And an understanding of the subject matter. A proven track record to demonstrate the above.
If you are going for more of a corporate design gig, you would need to change your focus to speed, and the ability to communicate ideas through your art. If you are going for a corporate game gig, "cheap" might not be such an issue. Being heroically fast and matching their particular skillset needs are key.
Well, that's my $0.02. The harder part I can't answer - getting noticed. I haven't figured that one out yet.
09/13/2004 (12:47 pm)
Target your audience. Find a niche. Same as making games. Decide what you want to be doing NOW (and for the forseeable future) and where you can compete, and target it.Example: If you want to target indies, you are targeting guys like me (go figger *grin*). Except 95% of indies, in my experience, lack money or seriousness. So you are actually targeting the remaining 5%.
So what do the remaining 5% (the 'serious' indies?) want? Cheap. Reliable. Ability to communicate and work well off-site. The ability to turn someone else's imagination into reality. And an understanding of the subject matter. A proven track record to demonstrate the above.
If you are going for more of a corporate design gig, you would need to change your focus to speed, and the ability to communicate ideas through your art. If you are going for a corporate game gig, "cheap" might not be such an issue. Being heroically fast and matching their particular skillset needs are key.
Well, that's my $0.02. The harder part I can't answer - getting noticed. I haven't figured that one out yet.
#7
I'm an indie at heart, but I could really do with some commercial concept art. As for getting noticed, I'm really hoping that Void War gets published, because it's a great game and because then I'll have a published game to my credit, and then I can submit my work to Gamasutra! That will get me noticed.
What do I want NOW? Good question. Money would be great :) - even better would be serious people approaching me with work. That won't happen until my artwork begins sinking into the collective GG consciousness, as it has with Pascal and Nauris.
Give it time I suppose.
Cheers,
Paul.
09/13/2004 (7:51 pm)
Thanks Jay.I'm an indie at heart, but I could really do with some commercial concept art. As for getting noticed, I'm really hoping that Void War gets published, because it's a great game and because then I'll have a published game to my credit, and then I can submit my work to Gamasutra! That will get me noticed.
What do I want NOW? Good question. Money would be great :) - even better would be serious people approaching me with work. That won't happen until my artwork begins sinking into the collective GG consciousness, as it has with Pascal and Nauris.
Give it time I suppose.
Cheers,
Paul.
#8
As far as being published - I sure hope so. But it's a long, slow process.
09/14/2004 (8:13 am)
Void War's release is fairly imminent (We're getting down to days instead of weeks). As far as being published - I sure hope so. But it's a long, slow process.
#9
Actually, you made me thinking. Its true that every specialist needs some branding, I guess. If you've made your name visible enough in some specific niches, its the first thing that pops in people's minds once their need for specific task arises. ON the other hand, i think the most jobs you get through networking, "friends of friends, collegues of collegues" etc. In that case your image kind of isnt so important as your portfolio and what you've done for friends of potential employer. Go figure.
09/21/2004 (11:19 pm)
Hey, lets make a concept art shop together, Paul! :) World is not enough could serve as a slogan, hehe.Actually, you made me thinking. Its true that every specialist needs some branding, I guess. If you've made your name visible enough in some specific niches, its the first thing that pops in people's minds once their need for specific task arises. ON the other hand, i think the most jobs you get through networking, "friends of friends, collegues of collegues" etc. In that case your image kind of isnt so important as your portfolio and what you've done for friends of potential employer. Go figure.
#10
I think Pascal and yourself are the first names I think of when I think 'concept art'. At least, concept artists on GG. In a broader scope, there's Feng, Francis, Hawkprey, Doug Chiang... they really kick ass ones.
I'd like to join the ranks of Pascal and Nauris soon, and then one day graduate to Feng-level stardom. That would be nice.
To be honest, most of my work has come off GG, and people knowing me here. Doing Void War has really paid off, and getting out into the community is starting to work, which I'm happy about. It's good when people are coming to me. As I get to know more people, I'm sure more work will come my way, and that's where the networking will come in handy.
As I said in an earlier post, it all comes with time. :)
09/22/2004 (12:14 am)
Concept art shop.... yum. :)I think Pascal and yourself are the first names I think of when I think 'concept art'. At least, concept artists on GG. In a broader scope, there's Feng, Francis, Hawkprey, Doug Chiang... they really kick ass ones.
I'd like to join the ranks of Pascal and Nauris soon, and then one day graduate to Feng-level stardom. That would be nice.
To be honest, most of my work has come off GG, and people knowing me here. Doing Void War has really paid off, and getting out into the community is starting to work, which I'm happy about. It's good when people are coming to me. As I get to know more people, I'm sure more work will come my way, and that's where the networking will come in handy.
As I said in an earlier post, it all comes with time. :)
#11
One thing I would suggest, is that your portfolio site (you do have a website? if not, thats the first port of call) has several "walkthrough" sections which take the reader from a brief through to the finished concept work.
Next, I would try and keep things simple on the most part for the site (let the art do the talking as it were).
As far as self promotion, basically doing good things and showing them off seems to get everyone hot and bothered. As an artist your well placed to do this. So just do some random test images of your favourite things and get those in .plans and image of the day etc.
finally, get on irc and network. Work for free with some people to get the general word out and make sure people know youre available.
One thing I would say, is that being a concept artist is a very hard market to crack. If you want to get commercial contracts you'll need to be really good. Ive been on conceptart.org a few times and had people mail thier portfolio's, there are some truly outstanding artists among them, but a lot of "ok, but not as good" ones. Be crtitical of your work and NEVER show a bad image.
09/22/2004 (2:46 am)
Ok, well, I'm reading "the 11 immutable laws of internet branding" right now in fact :)One thing I would suggest, is that your portfolio site (you do have a website? if not, thats the first port of call) has several "walkthrough" sections which take the reader from a brief through to the finished concept work.
Next, I would try and keep things simple on the most part for the site (let the art do the talking as it were).
As far as self promotion, basically doing good things and showing them off seems to get everyone hot and bothered. As an artist your well placed to do this. So just do some random test images of your favourite things and get those in .plans and image of the day etc.
finally, get on irc and network. Work for free with some people to get the general word out and make sure people know youre available.
One thing I would say, is that being a concept artist is a very hard market to crack. If you want to get commercial contracts you'll need to be really good. Ive been on conceptart.org a few times and had people mail thier portfolio's, there are some truly outstanding artists among them, but a lot of "ok, but not as good" ones. Be crtitical of your work and NEVER show a bad image.
#12
So even if things like cartoonish characters, spaceships, and HUD's aren't your thing, include them anyway -- they might just catch someone's eye, and you're only missing out if you don't.
09/22/2004 (9:20 am)
Quote:(let the art do the talking as it were)And make sure to have a nice variety of work on your website/portfolio. I turned down a concept artist because he had great quality characters, but no monsters. Well, he custom drew me a test-sketch in 10 minutes and it immediately blew me away and he was instantly on-board. Had he not had the opportunity to provide me with a test sketch, our paths would never have crossed. Had he had such a sketch in the first place, he wouldn't have risked missing the opportunity.
So even if things like cartoonish characters, spaceships, and HUD's aren't your thing, include them anyway -- they might just catch someone's eye, and you're only missing out if you don't.
Torque Owner Thomas Glennow
As for what angle to take the message, I'd go with the serious but artistic. When you craft a marketing message, you should think about stereotypes. If you're a bank, you can take a light-hearted approach, because your stereotype is that you're serious to the point of boredom. If you're an artist, one stereotype out there is that you're flaky and unpredictable, so I'd design a "I'm serious about my work and dependable" message to counter-act that.