Home Smart 100 2012 Tailored Artworks (SMART 100)

Tailored Artworks (SMART 100)

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The following SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity. More about the SMART 100.

Tailored Artworks (QLD)

This innovation initially came to life when…

Following my 23 years in graphic design and illustration, I was searching for something new but not alien to my background. An interior designer friend suggested I study at her school to learn interior decorating and thus create artworks for designers based upon the rules of interior design. I did this and later the colour psychology course and from this I started the business. I developed the process over the years and in 2010 a highly experienced business administrator and entrepreneur friend helped me to increase its profitability and ease administration time with her ongoing assistance.

WHAT & HOW

The purpose of this innovation is to…

Increase satisfaction, achievement and self-image by creating images, styles and themes relevant to our client’s space, their life and/or business message. Tailored Artworks rectifies design problems such as correcting colour imbalances, uniting architectural lines and filling difficult spaces (i.e. Art Niches).

It does this by…

Our “Unique Creative Process” which utilises the mind mapping technique, ensuring relevant content, while architectural issues are streamlined with accurately measured custom-made canvases and frames. Colours are perfected by purchasing these from on-site sampling with exact paint colour charts, while increasing minor colours corrects colour imbalances. A colour wheel/decor lesson increases client understanding and encourages further DIY improvement.

PURPOSE & BENEFITS

This innovation improves on what came before because…

Tailored Artworks is practical and purposeful, saves time looking and instead creates what is right, and is 30-50% cheaper than the galleries. Unlike the galleries and markets, Tailored Artworks comes with our guarantee, “Your art will match your space and be loved or we will amend it at no extra cost to you.”

Its various benefits to the customer/end-user include…

Tailored Artworks become heirloom treasures as a reflection of our client’s world and encourage dreams (especially children’s) through visualisation. They are investment pieces, they reinforce business message and brand and they add beauty, style and glamour to living or corporate spaces.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Clients would search the galleries or markets, buying art hopefully to match their space and not date. Alternately they would try to paint their art themselves typically with unsatisfactory results. Interior designers suffer the same time and uncertainty problem with catalogues and gallery representatives but, as art is in the eye of the beholder, the issue of relevance stays.

Its predecessors/competitors include…

Centuries past, artists would be commissioned to paint images of relevance for a space especially for churches and wealthy families. Today, galleries, markets, decor shops, department stores and online art companies will sell art or mass-produced copies.

TARGET MARKET

It is made for…

Typically large and/or problematic walls that need “Wow!” factor. Spaces such as foyers, reception areas, boardrooms, offices and stairwells cover the corporate sector. 70% are for residential spaces including above beds and consoles, to match furniture pieces, in entry ways and especially hall and entry art niches; cathedral ceilings and stairwells, children’s rooms. We get a lot of work for spaces like lounge rooms and open plan living areas where the client wants multiple artworks all with a shared theme and style. Frequently artworks are to replace existing collections that are out of date and don’t work in the space.

DISTRIBUTION STRATEGY

It is available for sale through…

Booking appointments held at their location or taking briefs electronically. All we need are measurements, photographs and a brief. We exhibit at the Brisbane Home Show biannually and are marketing to the interior design sector too.

Our marketing strategy is to…

Continuation of the Home Show, our web site, albums, DL brochures, corporate magazines and networking attendances ensure qualified leads. In 2011 we joined the interior designers group QIDA, so members now receive our corporate pack and invites to group info coffee dates. 2013 will see a DVD go to media representatives, increasing PR interest for press and TV.

SUPPORTING IMAGES

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