ArtULTRA x Studio Gaylene Gould
Building a sustainable commercial model without compromising artistic integrity
The brief
Gaylene Gould is an artist whose practice is rooted in storytelling, human connection and restorative care. As she was starting to establish Studio Gaylene Gould, her challenge was not a lack of ideas or opportunities, but determining how to build a commercially sustainable practice that would generate consistent income while remaining true to the values and methods that underpin Gaylene’s artistic practice.
Rather than simply creating products or selling workshops, the ambition was to develop a long-term commercial strategy: one that clarified where the studio should focus its energy, identify scalable income streams, and create the systems needed to support future growth without losing the depth and generosity that define Gaylene's work.
Our solution
Alice Black and Izzy Titherington worked closely with Studio Gaylene Gould over a five-month strategic consultancy, combining commercial planning with an understanding of how artist-led practices develop.
Our starting point was not financial modelling, but the practice itself. Together we explored the distinction between Gaylene's role as an artist undertaking deep research and Studio Gaylene Gould as the organisation responsible for translating that research into experiences, partnerships and sustainable income. This became the foundation of the entire strategy.
From there we developed a comprehensive commercial framework that included:
• identifying which projects should become the studio's core commercial offers and which should remain artistic research;
• developing scalable versions of key programmes, such as Re-Up;
• building detailed financial models and pricing structures;
• creating proposal templates and sales materials;
• designing a repeatable sales pipeline from first enquiry through to delivery and follow-up;
• researching new markets, audiences and strategic partnerships;
• identifying the organisational structure, roles and capacity required to support growth.
Throughout the process, commercial decisions were tested against the studio's artistic values. Rather than encouraging growth for its own sake, the strategy identified which opportunities aligned with Gaylene's practice, which audiences would benefit most from the work, and where the studio should deliberately say no.
Client review
The project delivered far more than a business plan, in fact Gaylene called it a ‘Bible’. It provided Studio Gaylene Gould with the commercial infrastructure needed to move confidently from project-based commissions towards a sustainable creative business. The studio now has:
• a clear commercial strategy and organisational framework;
• packaged, costed offers ready for market;
• robust pricing and financial models;
• proposal templates and sales processes;
• clearer priorities for future artistic and commercial development;
• an organisational roadmap identifying the people, skills and capacity needed to grow sustainably.
Most importantly, the strategy respected the realities of artistic practice. Rather than forcing a commercial model onto the work, it created one that allows the practice itself to continue evolving while generating the income needed to sustain it.
"I've just sent off our first Re-UP! commercial proposal using your template and it made it 1000% easier. It provides a really clear guide to costing and framing so thank you. It feels really solid now. Your creative and strategic sense is second to none.
There are very few people in the cultural sector who combine a deep understanding of the sensitivities of developing an artistic practice with the need to also make it make commercial sense. Due to your own career experience, Alice you are one of the few (if not the only person!) I know who could have taken this task on. Not only did you help the business, you also educated me in ethical commercial approaches. As the cultural sector continues to shift through precarious funding landscapes, there's certainly going to be a growing need for your expertise.” - Gaylene Gould
Founder, Studio Gaylene Gould
