Arts Professional Story: Katie Keller, Graceful Works

Concept. Line. Color. Layout. Juxtaposition. Contrast. Texture. Movement. Dominance. Space.

These are crucial elements of design. By putting them to use, we artists hope to shed a revelatory light upon the viewers of our work: the revelation of a breakthrough concept. If our audience walks away refreshed, contemplative, reflective, and even changed, we have succeeded. We’ve made our impact.

Today artists have so many amazing media choices. We have, at our disposal, the tools that Michelangelo used to paint the Sistine Chapel and to sculpt David. As graphic artists, we have computers offering countless tools and effects. We rely on these computers, design software, and ink to produce our work, thus making production extremely efficient. In many ways, though, the artist is no longer a dynamic figure in society. In the commercial world, we are seen as skilled producers but not necessarily sources of boundless creativity. We have mastered software, but this can be limiting to our expression and imagination. As a result, our creative capacities are often overlooked and instead, the focus is solely on our delivery as skilled workers. We have libraries of pre-made symbols and shapes to make production move along more quickly. Yes, these tools are wonderful, and yes, we can still be expressive as digital artists, but can we be expressive and profitable? Sometimes when working with all the filters, drop shadows, and effects, one legitimately wonders: Where has the concept gone?

When contemplating the deeper meaning of a piece, sometimes we find out that there isn’t much of a concept there. Other times, the concept is as clear as can be, reflecting the artist’s purpose and commitment to the project. I often wonder if some artists are even thinking of their audience. In this current digital age, it seems easier to copy than be original. It’s easier to steal an idea rather than work many hours to create one. Now there are scanners and the Internet to assist in thieving. Originality takes time. Concepts take time: to develop, to grow, and to be revised through the input of others. With the growth of the concept comes the richness and depth of a design.

Often conceptualizing is strengthened through collaboration. At my business, Graceful Works, I take an extremely collaborative approach with my clients and make it a priority to get their feedback every step of the way. For example, recently a client and I were finalizing her logo and tweaking the background color. She knew what she wanted but was not familiar with Adobe Illustrator. In this circumstance, I had to change from artist to teacher. I showed my client some navigation basics of Illustrator, then she got on my computer and finished that logo wonderfully—in a way I never could have done. It’s really important to me to not dismiss my clients and their creativity but to take them on as equals in the creative process. By doing this, I think artwork becomes so much richer. I keep in mind that I am creating a piece for my customer’s business, and they know their business better than I do. Thus, I must submit to their expertise in that area. My goal as a business owner is not to prove to my clients what a great artist I am but to prove to them what a great artist they are. As for my fine art, in most pieces I strive to take a concept and communicate it through design fundamentals, and in my latest work, I’ve been more diligent at seeking to educate while creating.

We, as artists, need to stay in touch with design fundamentals. As the number of resources at our disposal grows, so must our commitment to the core of good design. Even while we embrace change and constantly evolve, we should also keep in mind the power of an original concept.

Katie Keller is the Creative Director of Graceful Works, a business  specializing in fine art, design, clip art, photography, and consulting. The philosophy of Graceful Works is to take customers on as equal partners in the creative process. www.gracefulworks.com.