Brands looking to make a difference and an impact can do so through art – something local artist Serah Siew, or better known as Shiyu Serah, calls art marketing.
Serah uses her talent in the creative arts to give companies a breath of fresh air, whether it is for rebranding purposes, marketing campaigns or unique corporate social responsibility (CSR) initiatives.
“I can turn something ordinary into an extraordinary masterpiece,” said Serah.
“There is a saying: ‘One man’s junk, is another man’s treasure.’ For me, I can turn almost any unwanted item into something valuable, or even a collectable.”
“I want to be able to present my art beyond just the aesthetics. I want to be able to use art to represent a voice or a cause. My ultimate aim, through art marketing, is to create an effect for the brand and for the art to have a positive, and long-lasting impact on the intended audience,” she added.
One of Serah’s recent projects involved using jewellery embedded into a piece of art called La Femme Beauté.
She had placed both a handcrafted necklace and a pair of earrings onto her painting of an elegant woman. The art, which Serah helped to create a unique story for the jeweller, garnered much enthusiasm and interest among potential clients for Angie Jewels & Co.
Another successful project that Serah completed was a stunning painting of an ox, called Red Auspicious Ox, using Arissto’s coffee. The collaboration caught the attention of many via the various social media platforms, which in turn, created publicity and generated potential leads for the premium coffee brand.
“This is one of the many marketing strategies that I can implement for brands who are interested in incorporating art into their campaigns. This can be turned into unique selling points for companies that wish to make an impact on their audiences,” Serah added.
“There are many talented artists out there, and they excel in their own niche. Art marketing is my niche, and I want to be able to help brands elevate their presence, both offline and online.
“At the end of the day, I want my art to be versatile, while making an impact on those around me.”
Serah developed an interest in drawing when she was three. She got her inspiration from her mother, a homemaker who loved to draw.
Her love for drawing grew into a fiery passion for all things art, leading her to become a full-fledged, professional artist.
Her journey as an artist wasn’t a bed of roses as she suffered from temporary blindness after a hard object hit her eye while working.
Serah was not able to open her eyes for six months and her world was enveloped in darkness. Though depressed, she continued to fight on and after six months, her vision returned and Serah began to appreciate the colourful world around her again.
This rekindled her passion for art and that’s when she started to capture them into her mesmerising art pieces.
“Making art calms and heals me, and I am glad that I have found my joy again after those excruciating months.”
Her art mainly centred on nature and animalism. Then, she began to evolve to do more than just acrylic painting – transforming everyday products into stunning masterpieces. Each of her masterpieces carries a story and she hoped that these stories would inspire the audience as well for generations to come.
“I sincerely hope that the art pieces that I’ve created will inspire many, whether they are artists themselves or people from different walks of life. I hope that they can also open up their eyes and hearts to appreciate the beauty around them and to further inspire creativity wherever they go,” she added.
Serah aimed to be an influential artist who inspires creativity among budding artists and anyone who has an interest in art. That became her motivation to further push the boundaries of her talents.
“I’m always improving myself to be better every day. During my journey as an artist, I’ve realised that inspiration is everywhere. The possibilities are endless, and I am always pushing the boundaries to see how my art is going to turn out next.
“I don’t want to do just a one-time art piece, like a one-hit-wonder. I want to create something that can last for at least 50 years, or even better, leave a legacy. That’s my ultimate dream,” she added.
Serah established her own branding and marketing company – Windsly Designs – in 2015. The company also provides brand strategy and plans effective marketing processes for companies.
In 2019, Serah moved to Singapore where she established Serah Arttrie. She has also conducted an array of workshops on painting and art therapy. The establishment also became a platform where artists could collaborate and conduct workshops.
