Project Goal
To develop a physical studio and brand identity that adds value to, and heightens the career potential for, an individual artist.
. . . a work space for the craft based arts
Needs
- Downtown location, accessible to clients and industry opportunities
- Craft artists require a lot of ‘dirty’ space to make
- Running a small business requires a clean and professional office space
- Exhibition and showroom space for marketing products
Constraints
- Limited budget - Significant leasehold improvements needed
- No operational budget
- High costs associated with downtown Toronto
Solutions
- A bootstrapped and resourceful renovation project led to an enormous increase in value, made possible through sweat equity.
- By drawing on available resources we were able to fundraise a considerable amount to install necessary fixtures in the space.
- The finished studio space, now a tangible asset, allowed us to capitalize on our existing services with better income potential
Creative
- Studio Huddle's visual branding was kept neutral as a means to highlight the talent within the studio.
- All merchandising and event styling was either invisible, or in line with the strong architectural components of a Victorian-style factory.
- The Studio Huddle logo, designed by Darryl Spreen, reflected the closeness and community.
The finished studio space, now a tangible asset, allowed us to capitalize on our existing services with better income potential
Conclusions and Hindsight
While Studio Huddle had measureable monetary success, it is remembered by the intangible long-term benefits it created for both it’s membership and community.
It provided low-income artists with a professional and polished place to work, sell and meet clients. It also gave a surrounding network of craft artists new professional opportunities and a place to come together.
photo credits: sally mccubbin, wilson barry, nick chase, and michelle clarke
All images and content© 2017 Sally McCubbin