Branding Artist Duffy Armstrong (aka The Pink Ginkgo)
Artists are incredible. Creative, inspiring, often on a quest to change the world with each new thing they make. Their energy and passion is contagious. But bring up business topics and many freeze up. Discussions of charging their worth, pricy client management software, and formal branding become hurdles to their success.
I am an artist, so I understand that the business side isn’t fun and glamorous. But I am also a brand designer, so I understand the value of the business of art. I’ve seen the impact a well-designed logo can have on an artist’s ability to present themselves confidently, apply to shows they once thought out of their reach, and charge their worth.
Branding artists is a privilege - one that comes with great responsibility. I enjoy the responsibility (and challenge) of reflecting an artist’s unique creative personality in a succinct iconic, graphic representation. I enjoy empowering the artists I work with to do their best work, take themselves seriously, and get paid accordingly. A brand is a powerful tool that helps artists level up in business - often accelerating their path to becoming a full-time, well-paid artist.
Working with Duffy Armstrong on the development of The Pink Ginkgo was no exception to this privilege. Duffy has such a range of beautiful artistic works, that it was a unique challenge to reflect her contagious energy and positivity into a strong mark that can represent her creative endeavors. Explore her work below and learn more about her journey to becoming an artist below.
EXPLORE DUFFY ARMSTRONG’S ART
INSPIRATION FROM A YOUNG AGE
Duffy was born in Evanston, Illinois and lived her early years next to Lake Michigan at the beach at the end of Loyola Avenue in Rogers Park. Her dad had been a lifeguard under Sam Leone, so the lakefront became Duffy’s backyard and playground. Duffy’s childhood was full of open landscapes, beautiful prairie skies and sometimes the full moon over water, even as her family moved to the Northwest suburbs of Chicago. Duffy shares that “artistically [her] first love was the piano.” and “for five years [she] studied and practiced intensely but in high school art stole [her] heart and mind.” She’s never looked back since.
bECOMING A PRACTICING ARTIST
Duffy had to wait to become a full-time practicing artist. She earned a Bachelor of Fine Arts degree (in printmaking and photography) from Bradley University while working at the Peoria Art Guild and Muir Omnigraphics Screen Printing. After graduating, she was an activity therapist at St. Francis Hospital (now OSF). While she traveled a bit, she found herself back in Peoria, where she started working at the local museum (now the Peoria Riverfront Museum), married, and became a mother. She then became a single parent. Duffy shares that “after three professions (at least), lots of volunteer work, and retirement - [she] is now a Central Illinois practicing artist with a studio at the Contemporary Art Center of Peoria.”
MAKING IT OFFICIAL
In 2019 Duffy formed Duffy Armstrong Farrell Art, LLC to sell her fine art. This year she established The Pink Gingko to develop and market art, artistic ideas and ventures that involve other artists. Duffy shares that she “want[s] to engage the [Peoria] community and help build and sustain its reputation as an art hub.”
The Pink Gingko idea came from a photograph of her Gingko trees taken during a very intense summer sunset – the sky was on fire and turned everything, including the trees, pink. Fun, real, warm, exciting and unique. That’s The Pink Gingko. Duffy wanted to package that snapshot and turned to Lettering Works to bring her vision to life.
BRANDING AN ARTIST
Duffy shares that she learned of Lettering Works a few years ago and “knew if [she] ever did something like this” that she knew where to come. When working with a brand strategist, it is essential to find a good fit personally and professionally. Duffy shares that “Chelsie is a very talented designer, has great professional skills and services, is very community minded, and she made it easy and a joy for [her] to start this new part of her business.”
Duffy recognized that social media alone (while a great way to start) wasn’t enough and knew she wanted to help people visually and emotionally relate to and identify with her mission. She knew that branding was an essential piece and investment in her overall vision. She shares, “branding can truly help bring your passion to life visually. Branding invites a deeper connection and quickly communicates so much about your work, often in a more direct way than your work as an artist can alone.”
Lettering Works specializes in partnering with established artists who have their own style refined, but could use help bringing a sense of professionalism and confidence to their ideas and expression as a brand.
When asked what Duffy hopes for the future of her brand, now that she has a new logo to represent her venture, she shares her long term hope that “many artists/creative people and their ideas will gather with [her] under The Pink Ginkgo.”
If you think we’d be a good fit to take your business or brand to the next level, we’d love to chat! Send us a message via our contact form to get started.
ABOUT THE AUTHOR
Chelsie Tamms is an award-winning lettering artist and designer based out of Chicago. She is the owner of Lettering Works, a branding studio that connects businesses to their audience through creativity and strategy. With over 10 years of practice of lettering and design, Chelsie is passionate about craft and intention. When she’s not designing, she can be found eating ice cream, traveling internationally, or starting a new passion project.
