My profession is not easy to define. I create bespoke artworks, specifically large-scale murals, contextualized within high-end hospitality design projects for hotels and premium venues like restaurants and cocktail bars.
Up to this point, my work seems to fit a specific professional profile that is easily defined by tags. The problem arises from the idiosyncrasy of my workflow: I develop my murals and artworks using digital tools; I do not paint them by hand. For this reason, labels like “muralist” or “mural artist” are not ideal terms to define me, as they would confuse me with the many painters who create their works by hand using traditional paint or sprays. This distinction is where the definition of a spatial artist becomes vital.
In the current context of a digital world overloaded with information, labeling oneself adequately is an essential task for anyone aspiring to develop their personal brand.
The uniqueness of my professional role is my greatest handicap: the work I carry out resembles easily labelable professions (mural artist, commissioned artist…), but these labels do not describe what I actually do. That is why I have found it necessary to seek less common terms that express my professional profile more concisely. Terms like “hospitality art specialist” or “spatial designer” might be more effective and descriptive of my work and skills. In a few words, they express the idea of an artist whose creative work is contextualized within interior projects, specifically hospitality design.
These words and terms are more descriptive regarding what the David Zuker brand can offer, but they do not fully achieve the final objective, which is to define my professional profile so clearly that there is no room for misunderstanding. The previously described terms are still open to interpretation and, therefore, susceptible to generating confusion regarding my actual output in spatial art & design.
Undoubtedly, the opportunity to incorporate additional words to these terms would help clarify who I am as a professional, but then the length would be too extensive to meet the objectives of quality positioning:
I am an artist who creates, using digital tools, large commissioned artworks destined to be printed on all types of surfaces. These large visual works are contextualized in spatial design projects, mainly for high-level hotels. Beyond murals and large visual compositions for covering floors, ceilings, or columns, I also create wallpaper designs for wall coverings, as well as framed pictures and other smaller art for spaces.
The previous paragraph summarizes the services in which I specialize quite accurately, but it is too extensive to use as a main phrase in a digital positioning strategy. It could be fragmented into several phrases: “I am a spatial artist who creates large artworks for interiors using digital tools,” “I am a wallpaper designer for hospitality storytelling,” “I am an artist specialized in hotels,” or “I create bespoke design for spaces.” But none of these phrases provide me with enough context to correctly understand the scope and idiosyncrasy of my professional profile.
In a world where keywords have become identity marks that define and represent us as professionals in the ocean of digital information, finding terms that truly express everything we can offer is, without a doubt, a complex and often unrewarding task. The path to successful personal brand positioning involves making the necessary efforts to define oneself adequately, thus creating the foundations for the entire strategy—whether in spatial storytelling or visual art—that will be worked on from now on.