We caught up with the brilliant and insightful Joanie Landau a few weeks ago and have shared our conversation below.

Alright, Joanie thanks for taking the time to share your stories and insights with us today. We’d love to hear about a time you helped a customer really get an amazing result through their work with you.

I love art commissions. It is the most satisfying experience, even with it’s challenges of trying to get in the headspace of what another human visualizes. The process can be iterative, but when everything comes together, it’s extremely satisfying.

Working on a project with multiple creatives can be challenging, as interior designers, art reps, and the buyers are all working together to create a cohesive look for a space. Coordinating the art to flow seamlessly can be a tricky task. The most challenging aspect is keeping track of all the communication and ensuring everyone is on the same page.

A collector of mine loved one of my mixed media pieces, “LiveLife,” and was very involved in ensuring it complemented another photograph of mine in the same room, as well as a rock and roll photo in her husband’s office. It required several adjustments but turned out beautiful, and the collector was thrilled. Interestingly, the focal point of the piece resembled spinning record albums, which was a pleasant surprise for all of us, especially since her husband works in the music industry.

My commission piece “Love Letters” is quite popular. It’s a personalized artwork where we print your messages that complete the sentence, “I Love You More Than…”. It’s a perfect gift for various occasions such as anniversary, newborns, shower, weddings or just because. It’s fascinating to see what people have to say. There are lots of food references like “I love you more than truffles!” (See image)

Of course there is nothing like selling a piece that’s right out of the studio. Moving inventory that was printed for a show, for example, is a major priority. However, many of these pieces serve as samples for clients who want to customize size and color choices. Working digitally allows for that level of customization.

The feeling of having made someone happy through my art is unparalleled, whether it was a commission or a direct purchase.

Joanie, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I was born and raised in New York. Early in my artistic career, I became fascinated with collagraphs, a rather obscure form of printmaking. Each of my pieces begins with original photography and usually multiple images are used to form a piece. I love working with saturated colors as well as starkly contrasting black and whites and very often do a study of the same piece in all its beautiful transformations. Like printmaking, the process possesses magical qualities.

The digital art experience provides an outlet to be unceasingly creative, continually working and reworking pieces with the click of a mouse. Every new layer or filter creates endless possibilities, tapping into the unlocked potential that exists and providing the feeling that there are no barriers.

My series “Signs of the Times” uses direct communication from the streets as well as social media. My intention is to confront modern social commentary with a splash of sarcasm and humor. Influenced by artists Mel Bochner, Barbara Kruger and Andy Warhol, I am in a constant state of exploration.

Trying to find inspiration during Covid was certainly an issue. In the summer of 2021 I kept a visual diary of the blooming flowers from the onset of spring. This led to a successful study of different types of flowers that bloom abundantly in my neighborhood. I love the way one variety stands out like a Prom Queen and then quietly makes room for another flower. It has become a tremendous source of inspiration and it has resonated with my customers.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

I spent 17 years as a jewelry designer. I have many creative friends, and 2 were exceptionally helpful in photographing my jewelry and doing my graphics. Problem was they wouldn’t let me pay them, so I bought my own programs and began to do the work myself.

In 2015, my family and I acquired a new house that featured a large wall in the entrance. I thought it would be enjoyable to create my own art for this particular space. I had been spending a lot of time in the more urban areas of New York City, where I photographed graffiti and stickers which were ubiquitous. This led to my initial series “Sticker Shock.” I was so enthused about it that I printed a large piece, 40 x 50 inches (see image). I continued to do this more and more and gradually lost interest in my jewelry business. This was when I made the decision to change my focus. I already had a following, so I gradually introduced this new venture on social media. The most exciting moment was when I got accepted to my first juried show in Hudson, NY, as well as a gallery owner who displayed my piece “I’m Not Famous” in the window of her gallery. These two proud moments prompted me to pursue this full-time.

How did you build your audience on social media?

Instagram is my go-too. I devote as much time and effort to crafting my social media posts as I do on my artworks. I plan my posts well in advance and save them in the drafts folder on Instagram. I post on a daily basis, both for my feed and stories. Although I haven’t fully embraced the use of reels yet, I understand the significance of utilizing every opportunity to showcase my work and increase visibility. I have established three principles for myself:

1. People love a good chuckle. I find that humor is the golden ticket to social engagement.
2. Every Friday, I post images of myself which surprisingly is my most active day with my followers. I suspect that people really like the personal touch and want to see who they are “hanging out with” on social media.
3. I make sure that my feed is consistent and stays true to my brand. I always include hi-resolution images of my art, along with in situ photos. It’s such a turn off to me when an account seems chaotic and disorganized.

Contact Info:

• Website: https://joanielandaudesigns.com
• Instagram: https://www.instagram.com/joanielandaudesigns/
• Facebook: https://www.facebook.com/joanielandaudesigns
• Linkedin: https://www.linkedin.com/in/joanie-landau-75a07324/