Craft Entrepreneurialism

An Analysis of Branding in Craft Micro-Enterprises in Calgary, Alberta

Abstract

Craft is at the centre of discourse and discussion in areas relating to art, design, and business. This research presents a qualitative analysis of interviews with three participating creative producers in Calgary, Alberta. This research explores the ways in which individuals who work in craft focused media have developed their craft practices into sustainable businesses. By examining creative producers that use their artistic practice as a keystone in their corporate image, we can understand more clearly how they operate their businesses.

Faculty Mentor: Annetta Latham

Department: Arts and Cultural Management