Richard MacDonald Studios
Richard MacDonald is a contemporary figurative sculptor who has spent over fifty years creating artwork. His work extends across a wide range of mediums including lithographs, paintings, serigraphs, illustrations, and bronze sculptures. In his Monterey studio & foundry, Richard MacDonald has given himself an artistic space to create works that continue to resonate with many people around the world.
About the Project
At Richard MacDonald Studios, I led, created, tested, analyzed, and optimized the performance of ongoing marketing projects for the American sculptor, Richard MacDonald.
My Role
I was Head of Digital Media and Marketing and was based in Las Vegas, NV.
Project Challenge
How do I bring artwork to life?
My Design Process
Key Focus
Ideate & Visual Design & Test
Project Summary
Due to the confidentiality of my work at Richard MacDonald Studios, all customer information, preliminary research, and design planning are considered proprietary. However, I can speak at a high level about the marketing projects that have been launched.
I managed a creative team of designers, copywriters, and photographers. Over the past 3 years, we have built engaging marketing campaigns for 30+ new sculpture launches and 5 exhibitions.
Marketing
New Product Releases
Following long months of sculpting, the Artist releases a new sculpture to the public. I ensured that photography/media was done and that captivating copy was written about the piece. When this was done, I worked with my design team to create e-blast templates for gallery staff to share with collectors.
Origins
Launched Oct. 2019
Ad Management
I managed and updated a marketing calendar that included all of our print ad and press feature deadlines. Many of my ideated concepts have been featured in Four Seasons Magazine, MLife, Smith Center of the Performing Arts, American Art Collector, and Top Doctor.
Vault Experience
I curated a collection of older artwork within the Richard MacDonald portfolio to launch the Vault Experience. The purpose of these campaigns was to re-introduce classic pieces to collectors from the Artist’s vault. I designed 4, including the Heroic Vault Experience shown below.
You can view the Heroic Vault Experience here.
Event Promotion
I planned and promote events where the Artist showcased his artwork. I have promoted exhibitions hosted in Las Vegas, Carmel, and Laguna Beach. In 2019, I publicized the sculptor’s yearly Fall Show at the Las Vegas Airport (LAS), MGM Properties, Waldorf Astoria, and Four Seasons vitrines. I also advertised this event via radio (KUNV) and numerous print media channels.
A Convergence of Spires, Beauty and Passion (2019)
Website Redesign
I led the complete redesign of The Art of Richard MacDonald gallery website. It was launched in July 2022.
Reflection
These projects have challenged my multi-tasking skills - I have learned to wear many hats. One day, I’m managing the budget and presenting progress to key stakeholders, and the next day I’m behind the camera capturing content with my team. However, exercising time management in combination with a strict project plan helped me meet my deadlines and produce results.
During my time at Richard MacDonald Studios, I have grown the Artist’s social media presence by 900% and increased repeated purchases by 15%.