The Importance of Branding for Artists Applying to Open Calls

You could be the most talented artist in your city, your country, heck, maybe even the world. But if no one knows your name, no one sees your work, and you keep getting ghosted by every open call you apply to… something’s missing. And it might not be your art. It might be your branding.

I know, I know, the word “branding” can feel kind of… corporate, maybe even fake. But here’s the truth: branding isn’t about turning your creativity into a commercial product. It’s about making your work recognizable, memorable, and aligned with your story, so that curators, galleries, and selection panels actually remember you after going through hundreds of submissions.

So in this post, we’re going deep. We’re going to talk about why branding matters for artists applying to open calls, how to build a strong personal brand, and how it can seriously change the game when you’re putting yourself out there.

Whether you’re a painter, photographer, sculptor, video artist, or something experimental, this is for you.

Why Branding Matters in Open Calls

Open calls are competitive. That’s the nature of them. In most cases, hundreds, sometimes even thousands, of artists apply for a handful of spots. That means your work is being judged not only on its quality, but also on how clearly it communicates who you are as an artist.

Now think about it: When a curator is looking at submission #147 out of 200, what will make yours stand out?

A good brand answers that.

Branding helps:

• Create consistency across your materials (portfolio, artist statement, bio, website, etc.)
• Build trust with curators and jurors who want to know who you are
• Make your work memorable, even if they only spend 30 seconds on your submission
• Position you in the art world, as a certain kind of voice, with a certain kind of story

Let’s say you make abstract paintings exploring memory and grief. That’s powerful. But if your website is messy, your artist statement is vague, and your Instagram is full of random photos and inconsistent work, how will anyone grasp that power? You’ve got to package your message, not to dilute it, but to make sure it reaches people.

What “Branding” Actually Means for an Artist

Let’s strip away the fluff. Branding, for artists, is not about logos or fonts (although those can help later). It’s about clarity and consistency. It’s how your audience, curators, buyers, and other artists understand:

• What your work is about
• What kind of artist you are
• Why your voice matters

Your brand includes:

1. Your visual identity: not just your art, but how it’s presented
2. Your artist statement and bio: the language you use
3. Your portfolio: the way you organize and curate your work
4. Your online presence: website, Instagram, newsletters
5. Your tone and values: how you talk about your work, how you show up

Let’s break that down with strategies that you can actually use.

Step 1: Define Your Core Message

Every strong brand starts with clarity. If someone visits your portfolio or reads your bio, they should get a sense of who you are and what you care about.

Ask yourself:

• What themes or questions do I keep returning to in my work?
• What emotions or reactions do I want people to have?
• What do I want people to say when they describe me as an artist?

Try to sum that up in one or two sentences. Here’s an example:

“I create mixed-media portraits that explore identity and diaspora through the lens of post-colonial history and inherited memory.”

That’s specific. It’s rich. And it sets a tone for your whole brand.

Once you’ve nailed that core message, every part of your application should reflect it.

Step 2: Build a Cohesive Portfolio

You might have tons of work you’re proud of, and that’s great. But not every piece belongs in an open call application.

Your portfolio should tell a story. It should look like the work of one artist with a point of view, not a collection of random projects. That’s where branding really comes in.

Tips:

• Select 8–15 pieces that feel connected in tone, material, or concept
• Put the strongest work first and last, people remember beginnings and endings
• Include clear titles, dates, and short descriptions (especially if the concept matters)
• Use high-resolution images. Poor photo quality kills the impression

Want a real-world insight? A 2022 ArtConnect survey of 1,200 curators showed that 80% of them said a cohesive portfolio was one of their top criteria when reviewing open calls. So don’t underestimate this step.

Step 3: Polish Your Artist Statement

Oh, the dreaded artist statement. Most artists hate writing them, but this is where your branding voice comes alive.

Your statement should feel like a conversation between you and the person reading it. It should connect your ideas to your process and give a window into how you think.

What to include:

• What your work explores (the why)
• What materials/processes you use (the how)
• What influences you (the context)
• How it connects to the broader world

Avoid generic language like “my art is open to interpretation” or “I want viewers to feel something.” Be clear. Be real. You don’t need big words, you need honest ones.

Step 4: Create a Simple, Professional Website

I know some of you are thinking: “Do I really need a website if I have Instagram?”

Short answer? Yes.

Your website is your home base. It’s where curators can go when they want to take you seriously. And good branding means your website is:

• Clean and easy to navigate
• Updated with your latest work and exhibitions
• Includes your bio, artist statement, contact info, and downloadable CV

You don’t need anything fancy. Squarespace, Wix, or even Cargo can help you build a clean artist site with minimal effort.

Make sure the design reflects your style. If your work is bold and bright, your site shouldn’t be beige and bland.

Step 5: Use Instagram (Strategically)

Instagram is like a visual elevator pitch. It’s often the first place people discover your work, and that includes curators from open calls.

Here’s how to use it to your branding advantage:

• Post your work consistently, not just finished pieces, but behind-the-scenes, sketches, thoughts
• Use a consistent tone and color palette if possible
• Share your process and story, let people see the person behind the art
• Use your bio wisely: include your location, medium, and a link to your site

And remember: your Instagram isn’t just for showing art, it’s for showing you as an artist. Don’t be afraid to let your personality come through.

Step 6: Align Every Submission with Your Brand

When you’re applying to an open call, everything you submit, from your images to your statement, should feel like it came from the same artist with a strong point of view.

Do your research: What is the open call looking for? Is there a theme or curatorial vision? Don’t change your work to fit it, but make sure you emphasize the parts of your brand that connect to their goals.

For example, if the open call is about community, highlight how your work engages with people or social narratives. If it’s about experimentation, emphasize your process and risk-taking.

And customize each application just slightly, use your brand voice, but shape your message so it fits that opportunity.

Step 7: Tell a Consistent Story Everywhere

This is the heart of branding: consistency. You want someone to look at your website, read your statement, scroll through your Instagram, and feel like it’s all part of one world, your world.

Think of yourself like a mini-museum. Every room (platform) is different, but they all tell the same story.

If your bio says you’re exploring “ecological grief through sculpture,” but your site is filled with colorful abstract paintings and your Instagram is mostly selfies, there’s a disconnect. Fix it.

Real-Life Example: How Branding Landed an Artist More Shows

Let me give you a true story (name changed for privacy).

An artist named Mariah had been applying to open calls for over two years, with no real success. She had amazing work, dreamy, layered mixed-media pieces exploring Black femininity and spirituality. But her materials were scattered: inconsistent bios, random portfolio order, a cluttered site.

She decided to tighten her brand. We worked on:

• A new artist statement with a clear message
• A portfolio that told a cohesive story
• A cleaner website and Instagram with consistent visuals and language

Within three months, she got accepted into two group shows and a residency, not because she changed her work, but because she presented it with clarity and focus. Her voice came through.

That’s the power of branding.

The Artist Brand – Sales Care Bundle (Theme: Luna)

A plug-and-play branding template pack by Arts to Hearts Project

If you think your work is done once an artwork is made, think again.

Here’s a powerful stat for you: 57% of small and medium businesses see increased sales because of consistent and unified branding. Why? Because when your brand looks polished and professional, it instantly helps buyers recognize your style and trust your business.

That same experience matters in the art world. From how your invoice looks, to how you thank your buyers, to the certificate that arrives with their print, every single touchpoint is a chance to elevate your brand.

But here’s the challenge: most artists and creative entrepreneurs struggle with keeping their visual branding consistent, clean, and thoughtful. That’s where the Artist Brand: Sales Care Bundle (Theme Luna) comes in.

We created this bundle to give artists like you a complete, ready-to-use set of professional, elegant templates you can start using right now.

What’s inside the bundle?

This pack includes beautifully designed, easy-to-customize templates for your most important brand materials:

• Gift Card
• Thank You Card
• Invoice Template
• Image List
• Certificate of Authenticity
• Letterhead

And yes, there’s a BONUS Brand Card included too!

Whether you’re just starting out or looking to tighten up your creative business, this kit helps you present yourself like a pro, with minimal effort and maximum impact.

All templates are plug-and-play (no advanced design skills needed), and they’re crafted with artists in mind, both beginner and advanced.

So if you’re ready to build a brand that reflects the quality of your work, and gives every client or collector an experience worth remembering, this bundle is your new best friend.

Grab your Sales Care Bundle now and start branding like a pro.
Because your art is valuable, and your brand should show it.

Branding Amplifies You

Some artists worry that branding will put them in a box. That once they define their “identity,” they can’t experiment or grow.

But here’s the truth: a good brand evolves with you. It’s not a prison. It’s a platform.

Branding helps the right people find you. It gives you tools to show up with confidence. And when you’re applying to open calls, it can make the difference between getting overlooked and getting selected.

So take the time. Define your message. Clean up your materials. Own your story.

Because your work deserves to be seen, and your brand can help it shine.

Now over to you:

Have you ever struggled with your artist brand when applying to open calls? What’s been the hardest part? Drop me a message or comment, I’d love to hear your story.

And if you found this post helpful, share it with a fellow artist. We all rise together.