Before launching Sugar Space Play Café, I founded Painted Rose Art in the same community. Painted Rose was an independent art studio, gallery, and storefront that became my first full-scale brand-building endeavor. This project marked a significant milestone in my creative marketing journey: it was the first time I built a brand entirely from the ground up.
Designing a Brand Identity
The vision behind Painted Rose Art was to create a space that felt approachable, vibrant, and community-focused. I wanted to merge the accessibility of a local art shop with the intimacy of a working studio. The brand identity drew inspiration from florals and fluid paint textures, representing creativity in motion. I developed the name, logo, visual language, color palette, and tone of voice to reflect this ethos.
The logo design incorporated hand-painted elements paired with clean typography, blending fine art aesthetics with modern retail appeal. Each touchpoint, from signage and class flyers to artist bios and social media graphics, was carefully aligned to build a cohesive and memorable brand experience.
Designing the Space
Physical space played a central role in delivering the brand promise. I designed the interior layout and curated the atmosphere to support three simultaneous functions:
- Gallery space for monthly art exhibitions
- Retail storefront for selling locally made goods and art supplies
- Classroom studio space for teaching classes and workshops
Every detail of the studio was chosen to support the brand’s mission: to make art accessible, beautiful, and a part of everyday life. It wasn’t just about visual branding; it was about creating a sensory experience that aligned with the Painted Rose brand values: creativity, community, and care.
Community Engagement
Painted Rose Art became an active participant in Salt Lake Gallery Stroll, which I leveraged as a core brand-building channel. I curated monthly shows featuring local artists and promoted them via branded digital and print campaigns I designed in-house. These events consistently brought in new visitors and reinforced the brand’s position as a community-oriented creative hub.
Brand Touchpoints
I managed all digital and print marketing, developing a clear visual system across:
- Social media campaigns
- Branded event materials
- Email newsletters
- In-store signage
- Artist collateral
Tone of voice and visual consistency were key in building trust and recognition in the local creative community. I used storytelling and artist features to create emotional connection, while maintaining professional polish throughout.
Strategic Evolution
After a successful run, I made the decision to close Painted Rose Art during my first pregnancy. Rather than view this as an end, I used it as an opportunity to evolve the brand. I transitioned operations into a larger adjacent space and launched Sugar Space Play Café, a multi-functional café and play area that retained the original studio’s DNA. I wanted to continue to feature local art on the walls and develop a space that served as a creative, community-oriented gathering space.
Painted Rose Art laid the groundwork for this evolution. The brand insights, audience relationships, and design frameworks I established carried forward seamlessly into the next phase. It demonstrated not only my ability to build a brand from zero, but also to adapt and scale it as needs and opportunities changed.
Painted Rose Art is a prime example of my approach to creative marketing: building brands that are not only visually distinctive, but also rooted in purpose, function, and community experience.
Let’s build the next one together!
xoxo,
Michaela Rae
