Passion

Louis Kahn once wrote, ‘Art, the first word.’ Dan and Matt Tobin embody such primacy. Their advocacy for artistic expression in the public realm is unyielding. They founded Urban Art Projects with their father, Adrian, committed to realizing site-specific artwork. Art elicits imagination, elevates quality of place, and inspires creativity.

My role: Staff Position

Impact

The efforts Dan, Matt, and I accomplished during my four-year tenure were monumental. We expanded offshore, undertook a complete rebranding effort, and secured a fundamentally game-changing commission, KAUST. Today, UAP has studios and workshops in Brisbane, Shanghai, and New York City and collaborates with prominent contemporary artists and design professionals. Their evolution to being international began with the clarification of messaging and client introductions I made as I marketed their capabilities to creatives worldwide.

From a 3-ring binder to an international art consultancy.

When I joined UAP, they used project cut sheets presented in a 3-ring binder to promote their services. Clarifying their offering and presenting it in an artful manner was my first charge. I wrote their firm profile, clarified UAP's turn-key methodology authoring the mnemonic 'curate collaborate construct,' and managed the rebrand with Brisbane-based graphic studio, Decoder, which included several forms of collateral.

Match Point

After several months of refining collateral and marketing UAP to clients worldwide, I received a call from a client I've never personally met saying he had a project in Saudi Arabia—a $30 million dollar project! KAUST (King Abdullah University of Science and Technology) was the seminal project that took UAP global and forever changed its trajectory and influence.

Australian Made

For Westfield Culver City, UAP teamed with Los Angeles Contemporary Exhibits to realize a multi-million dollar public art program. 3 artists were commissioned: Jeff Koop, David Trubridge, and Chris Doyle. I served as the project manager and local liaison for installation.

VB STRAT

Contact

Urban Art Projects

Passion

Impact

From a 3-ring binder to an international art consultancy.

Match Point

Australian Made