• Try “portfolio”, “ink”, “branding” or a code like “PRS 101”.

PRS 101Professional Identity and Online Presence

Building Your Artist Identity

Decide what you make, for whom and why, then turn it into a one-line headline, a working name and a handle you can use everywhere.

In developmentDraft content

About this course

Most artists can show their work but struggle to say what it is. This course works from the inside out: you inventory your work, notice the threads that run through it, and choose the practice you want to be known for. You then write a one-sentence positioning statement and a headline, and settle your professional name and handle. Taught through short readings, guided exercises and a studio session where you test your headline on people who don't know you.

Who it’s for: Artists, illustrators and designers at any stage whose work spans several directions, or who freeze when asked 'so what do you do?'. No prior knowledge needed.

You will be able to

  • Inventory a body of work and name the recurring subjects, methods and audiences in it
  • Write a one-sentence statement of what you make and for whom
  • Draft and test a professional headline of 12 words or fewer
  • Choose a professional name and handle and check them for availability and conflicts

Studio project

A one-page artist identity kit: grouped work inventory, positioning sentence, tested headline, and a professional name and handle checked for availability.

To complete this course

  • Complete every required lesson.
  • Have the assignment “Artist identity kit” accepted by an instructor.
  • Records of completion are issued only for courses whose content has passed instructor review.

Part of

Syllabus

Working titles: they may change as the course is written.

  1. Module 1: Look at your own work

    Before you describe yourself, gather the evidence: what you've made, what you keep returning to and what people ask you for.

    1. 1.1The work inventoryExercise · 45 min
    2. 1.2Threads and patternsReading · 20 min
    3. 1.3What people ask you forExercise · 25 min

  2. Module 2: Choose a direction

    Breadth is fine; a muddled first impression isn't. Decide what you lead with without throwing away the rest.

    1. 2.1Generalist, specialist or 'T-shaped'Reading · 20 min
    2. 2.2The audiences you serveExercise · 30 min
    3. 2.3Values and boundariesExercise · 25 min

  3. Module 3: Say it in one line

    Turn the direction into a positioning statement and a headline you can use on every profile.

    1. 3.1The positioning sentenceReading · 20 min
    2. 3.2Headline draftsExercise · 30 min
    3. 3.3Testing it on strangersStudio · 45 min

  4. Module 4: Your name and handle

    Pick the name people will search for and make sure you can own it consistently.

    1. 4.1Choosing a professional nameReading · 20 min
    2. 4.2Handle and domain availability checkExercise · 30 min

Author: Ricketts University curriculum team (draft for founder review) · Not yet reviewed

Related courses

  1. PRS 100

    The Complete Creative Professional

    The school's flagship introduction: turn 'I make things' into a professional practice that people can find, understand and trust, with a clear identity, an honest ten-piece portfolio, a deliberate online presence and a plan to sustain it.Professional Identity and Online Presence    Foundation24 lessons · ~26 hAvailable
  2. PRS 102

    Becoming a Professional Creative

    The habits that make people want to work with you again: reliability, file hygiene, feedback, deadlines, ethics and responsible tool use.Professional Identity and Online Presence    Foundation13 lessons · ~8 hPlanned
  3. PRS 110

    Writing Your Professional Biography

    Write short, medium and long bios plus an artist statement that sound like you, stay factual and fit every place they will appear.Professional Identity and Online Presence    Foundation11 lessons · ~6 hIn development
Back to the full catalogue