ART

Branding, visual identity, web design, online store, copywriting, film production, social assets, Instagram strategy, Instagram Shopping, and community management for Andrew Lang Sculpture

Collaboration with filmmaker Will Drinker, art director Mégane Barile, and artist and educator Alayna Wiley

Andrew studied sculpture under John Hoskin at the University of Lancaster, England from 1968-69. He received an MFA from Johns Hopkins University in 1974. Lang’s steel work was shown in the Corcoran Gallery of Art’s annex and the Franz Bader Gallery in the 1970s as well as acquired by the private collection of Sargent Shriver.

Due to essential tremors, Lang transitioned from steel to glass sculptures in 2012. Lang’s early work with copper-coated steel rods strove to push the boundaries of the medium, balancing a weighted mass on narrow, spindling structures. His figures are reminiscent of Giacometti and inspired by Calder’s use of suspension. An exploration of geometric forms that began in steel continued as he transitioned into dichroic opaque glass.

Lang experiments with the limits of the material, which was traditionally used in very small batches. His work employs dichro at 10 times its typical scale and his shapes at this scale reference Henry Moore and Barbara Hepworth. Elusive forms on the surface of the dichro only become visible in certain light, revealing the material’s secrets while guarding others.

The branding and visual identity is minimal and sleek to allow the colors and patterns of the dichroic glass to take center stage. The website, bio, and artistic statement tie together Lang’s past sculptural work in steel with his current work in glass. Extensive interviews with the artist were conducted to first complete this copywriting before commencing the design.

Alayna Wiley, ceramist, sculptor, and educator at The Met and the Museum of Arts and Design in New York, was consulted when renaming and recomposing the works that made up each collection.

Will Drinker was the expert filmmaker behind shorts that exemplified each of Lang’s collections. Film production was necessary to showcase the way the light plays off of the glass from different angles and was executed during the pandemic in 2020.

Art direction of the Instagram grid and stories for three months placed Lang in dialogue with his inspirations—Calder, Arp, Hepworth, Brancusi, and more. Mégane Barile contributed art direction of Instagram stories and the initial grid block. All pieces were also tagged in Instagram shopping to allow for direct purchasing.

Community management of his Instagram created organic growth; in three months, his following increased by 64.8%. Andrew’s posts were liked by the CEO of the Seattle Art Museum, Atelier Brancusi in Paris, and the Henry Moore Institute in the UK.

Accounts reached grew by over 1,411%. Impressions grew by 691.8% and profile visits increased by 488.5%. Content interactions increased by 284%.