Creative Brief
Task & Objective
Advertising will help Ashley Chaw reposition her brand “Hsieying” – with her unique nature inspired-paintings, as a fine art artist and to help sell more of her original artworks or prints.
Specific Demographics & Psychographics
Young professionals age from mid-20s and mid-40s who have an appreciation for art and are looking to decorate their own space or home with unique pieces.
Product/Brand Name
Hsieying
Statement of Benefit (USP)
Hsieying draws upon the Expressionism style to provide a fresh take on subjects like nature and everyday life, so as to fully capture an evocative and dreamlike state in her paintings which makes them unique.
Reasons - Features + Benefits
- Offer customers the opportunity to learn simple painting techniques from Hsieying so that they may recreate their own mini masterpieces and develop a deeper appreciation for art.
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Provide customers the opportunity to grow with Hsieying through commissioning original pieces that are drawn in Hsieying’s specific style but with their own topic of choosing, making them eventual owners of a one-of-a-kind artwork.
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Provide customers with a unique artwork in which colours or lines are specifically distorted and exaggerated, to help enhance their living spaces through an emotive, conversational centerpiece.
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Hsieying’s layering of shapes and colour within her art also exudes a fun but relaxed vibe suited for young professionals, which are sold in affordable forms of postcards, vinyl stickers and prints; thus, encouraging younger customers to take the first step into art ownership.
Advertising Tone
Emotive, narrative voice that will help capture a sense of story, possibility and expression.
Brand Character (Tagline)
Making Dreams Pop
Mandatories
Brand name, headline, tagline, social media links, contact details (email) ad copy (benefits and values of brand) and story of brand.