Urvashi Goel

Looking Beyond is an attempt to explore non-traditional methods of branding suitable for ceramics artists. As learned in the interviews, this toolkit focuses on non-traditional methods because art schools prepare their students only for the traditional route, which involves galleries and shows. The included tools can help build an emotional connection with customers at a deeper level, beyond face-to-face interactions, by incorporating storytelling and other innovative branding techniques. This toolkit aims at equipping the user (creative freelancers) to adapt concept of branding which can be executed for long term with limited resources (such as time and money). The key tool introduced here is sensory branding. By familiarizing artists with these concepts, they can adopt a Do It Yourself (DIY) approach to branding, adapting each tool to fit their unique practice and skill set.