Ellie Compton on entering art competitions, elevating your brand experience and positioning your work through pricing

Ellie Compton is an architect and artist who runs a Christchurch-based art studio called Maker of Chaos.

She collects people's life stories and weaves them into chaotic and whimsical worlds of art that encourage imagination and discovery. Ellie's storytelling and artistic style are expressed through framed artworks, murals, skateboards, fashion, and commercial collaborations. Each work uses black ink line drawings to intertwine architecture, playfulness, and storytelling to command the viewer's attention and provoke them to stop their busy lives to understand people better.

Welcome to the podcast, Ellie. I am so excited that you are here with us! I know that you started as an architect, but I’d love to start by having you share with us how you got into creating your art from your architecture background.

So I studied architecture in Wellington, always dreaming of becoming an architect my whole life. In my final year, I worked on a thesis project involving model making and drawing, which led to a series of section-cut drawings—cross-sections showing the inside of buildings. This was the start of my current work.

On a whim, I entered these drawings, collaged in black and white, into the Parkin Prize, which is a competition for various artists. I was so excited to be selected as a finalist, which meant my work was displayed in a gallery. On the opening night, I noticed a red dot next to my artwork and had no idea it meant the piece had sold. Embarrassingly, I asked around before finding out that Chris Parkin, the competition's organiser and a prominent art collector, had bought it!

Although I didn’t win any prizes, I was honestly just blown away by the experience. It led to a couple of commissions too, where I began creating black-and-white line drawings that told stories through cross-sections, giving a glimpse into worlds people wouldn’t usually see. So yeah, that’s how it all began.

Amazing! I love that you, without knowing the world, still put yourself out there. I feel like sometimes there's this pressure to know everything and get it perfect. But I love that you were just like, “No, I'm just going to enter this thing!”

I think being naïve is a real superpower because it makes you do things without being scared about it. Also, I feel like as you get older, you tend to overthink and feel more pressure, but sometimes the best thing you can do is take work you’ve already done, spend a little time on it, and put it out there! Everyone has something they can repurpose or submit.

My motto now is, “You just never know what could happen.”

Exactly. The worst that could happen is that no one buys it and you don't win a prize, but at least you've learned something or had a new experience. Even when you apply for funding or markets for example, if you don’t get it, that’s okay. It’s practice. It’s an experience. So if you ask me, it’s always worth trying.

Absolutely. Every competition or submission I enter, the chances of winning are slim, but the benefits go way beyond that! Even if I don’t win, influential judges will now know my name and my work. It’s about becoming that persistent voice in their heads so that when another opportunity arises, they’re more likely to remember me.

So you mentioned that you got a couple of commissions from that first competition and I’m curious, how did you then grow your following from there and then start getting those first few clients from that experience?

Yeah, my growth was pretty slow and steady, mainly because I didn't see it as a career at first. I still wanted to be an architect, and I hadn't seen many successful artists in Australasia making a good income so I didn't push as hard but how I grew was by being a bit annoying, honestly.

I had supportive friends and family who paid me for work, which was great because I didn’t have to do free work all the time. After every commission, I’d ask people to post on social media, tag me, and share what they loved about it. That helped my audience grow to a diverse range of people.

I don’t really have a brand avatar because each story I tell is unique. But by asking people to spread the word and entering paid competitions, my name started getting out there. The big break came with the QT hotel where I got to design an entire room. That project really boosted my visibility in the corporate and commercial world.

Competitions helped me bridge the gap between doing commissions and being taken seriously as an artist. I love doing fun, funky stuff, but I’m also aware of the fine line between genuine opportunities and being asked to work for exposure which I strongly disagree with.

Yeah, definitely. I see a lot of brands or companies putting out competitions and then getting a lot of backlash for basically asking for free work. So in that case, what do you personally recommend artists do when they are looking for a competition – how can they decide whether it is worth their time or not?

It probably depends on what stage your creative business is at, but I always teach that when working on a competition entry or pitching to a new client, limit it to an hour. Spend time thinking about the concept, but for the actual entry, use your previous work. Have a package ready, along with your website, then do a quick sketch showing the composition, and write a brief blurb.

Funnily enough, that’s exactly what I did for the QT Hotel entry. I showed examples of my work, sketched a bedhead design, outlined my idea, and I got the job!

It’s about trusting that the people selecting these things have a creative eye. When they see a strong concept that matches their values, they can connect the dots. Sometimes we overcomplicate things, but if your concept aligns with who they are, you’ll get it.

Yeah, I think that makes it a lot more achievable rather than spending hours crafting a new piece from scratch for each competition. That's an amazing approach!

Totally. Another point I’d like to make is about doing “free work”, for charities or competition entries. In the past, I’ve definitely taken on projects that might seem a bit questionable, but I’ve always asked myself, and recommend that all artists ask themselves this too… “Will this benefit my social media and/or my portfolio?”

If it doesn’t offer value to your portfolio or social media, then don’t waste your time on it (unless maybe it is a huge client, in which case you might say that the effort would be worth it).

Great advice is already out the gate! Now let’s talk about your visual brand. Obviously, we've talked a little bit about the style that you've created, but I want to know, so in the beginning when you first started, did you do any branding work? What did that look like to set up your business and your brand? Did you do anything like that? 

Initially, I didn’t focus too much on branding since I fell into it by chance. I remember delivering my first artwork without even bubble wrap (which was definitely a rookie move!) 

About a year into my business, I started paying attention to branding a lot more. I’m not a graphic designer, but I do have a knack for it, so I created shopping tags with my logo and a brand tagline, “a little piece of chaos,” which evolved into me being known as the “maker of chaos.”

Even though my packaging was basic, I aimed for a cohesive look from the start, with black-and-white stickers and a thoughtful presentation. I realised that creating a brand experience around my artwork added value and made each piece feel more premium. Now, I believe not having a brand experience is leaving money on the table, it can significantly elevate the perceived value of your work too.

Yes, I love that! I wanted to ask you about the “maker of chaos” thing because that's your studio name/tagline for you. So, did that just develop out of that little piece of chaos thing? And how did you decide to make it your studio name?

I started with the tagline “a little piece of chaos” because people often described my work as chaotic (though not necessarily in a bad way!) 

“I wanted to flip the script on the notion of chaos, celebrating the messy aspects of life rather than seeing them as negative. Now, I embrace and celebrate life's chaos, turning it into art that makes people appreciate their own unique, chaotic lives.”

As the "maker of chaos", I weave this theme into my communications, using phrases like "ready to get lost" to encourage people to embrace and revel in their own stories and the beautiful mess of their lives.

Art, for me, is about celebrating the amazing chaos people might have forgotten.

Absolutely! Incorporating your brand’s language into every detail, like emails and communications, can create a cohesive brand experience (which I think is something that a lot of people don’t think of as part of their brand).

These small, thoughtful touches, like a line about getting lost or moments of wonder, help build a complete world around your brand, allowing people to really feel and connect with it. It's a fantastic way to deepen your brand's impact. So I love that you touched on that!

Yeah, but I will say that the challenge I'm facing right now is overcoming the feeling that I'm the only one who notices every little detail in my content. I worry that constantly repeating phrases like "maker of chaos" or "get lost" might come across as annoying. But the truth is, everyone needs to hear these brand messages repeatedly. This repetition is what creates a strong brand experience and makes my brand memorable. I need to get past my own doubts and just embrace and repeat these elements because they help solidify my brand's presence.

Absolutely! It's not about people consciously noticing your brand words, but rather about them immersing themselves in the overall brand experience. It’s more about how they feel when they encounter your brand rather than focusing on specific phrases.

Exactly. It's like inviting people into your “brand house”. You want them to feel overwhelmed in a good way, where everything feels cohesive and complete, rather than just seeing scattered pieces. I aim to create an immersive experience where people feel fully embraced by my brand world.

I love that! The "brand house" concept is a fantastic way to think about it. 

Now… so you communicate your brand through "maker of chaos" and various projects, from commissions to digital campaigns and product sales. How do you decide what new products or services to add to your business? How did you transition from just commissions to adding commercial work and prints?

I started with prints, which were a hit for the first three years while I was still working part-time. However, in the last three years, print sales have dropped significantly. I realised that just because I used to do something doesn’t mean I have to keep doing it, especially if it’s no longer working.

For example, last Christmas, despite a great marketing campaign, I only sold 10 prints on launch day, compared to 60 in previous years. So it’s just about learning to pivot when it’s needed.

Initially, I added murals to my offerings, inspired by competition work and my own interest in large-scale art. Commercial work pays well and stretches my creativity, which led me to consider going full-time.

Now, commissions are still my core work but I’m focusing more on commercial murals and marketing. I’m open to fun, unconventional projects too, like painting elephants or dogs for charity.

When adding new offerings like prints for example, how do you figure out pricing and positioning? Especially when it comes to pricing and positioning things for commercial projects vs. selling a product to customers.

Oh my goodness, pricing is such a layered topic. I could chat about it for hours! 

From the start, I decided not to do cheap prints. Instead, I focused on high-quality archival prints that last a hundred years, which set my base cost. Initially, pricing felt like a bit of a guess, but I now approach it by determining my hourly rate for commercial work and adding on costs from there.

For personal commissions, the high demand made me question if I should raise prices, but I didn’t want to price myself out of reach. I strive to balance valuing my work while keeping it accessible. 

My current structure is that prints are priced affordably, commissions offer a premium experience, and commercial work has its own pricing model, reflecting the unique experience it provides.

Absolutely. It all ties back to branding and positioning – It’s about the experience and understanding your audience. Are they buying because they love your work, or are they seeking a specific experience? 

Balancing print products with services involves a lot of strategic thinking. It’s not just about setting prices but understanding how each offering fits into your brand and appeals to your audience. Many artists face this challenge, trying to align their products and services while maintaining a cohesive brand identity.

Absolutely. It’s crucial to consider who shops at a retailer and if they align with your ideal client. Early on, I worked with literally anyone who would have me which is a great way to build your name but there comes a point where you need to align your values with where you position yourself.

For instance, if you're in a high-end boutique, you're likely to attract clients willing to spend more on your work. Conversely, being in a lower-tier space might affect how people perceive your art. 

“It’s about envisioning the type of clients you want in the future and making sure your positioning reflects that.”

It’s a delicate balance, but it's essential for maintaining your brand’s value.

Totally. It’s all about aligning your pricing with your goals and the quality of work you want to create. If you’re aiming to produce high-quality prints, then charging only $20 just isn’t feasible. You need to price them in a way that reflects their quality, which in turn positions you as a fine art printmaker at a higher level. 

“Your pricing and positioning should always match the kind of work you want to be known for.”

Yeah, if you’re leaning towards more affordable prints and not focusing on archival quality, that’s perfectly fine. It’s all about knowing your target client and understanding where they shop and what they want. But it can be tough when you’ve been doing markets and want to attract higher-end clients. It’s a challenging position because you don’t want to lose the value of those market customers who have been great for you. Finding a balance between appealing to both groups can be tricky.

For sure! It’s crucial to consider your audience, their location, and your goals when thinking about your positioning. 

Now, shifting gears to your new venture: teaching other artists how to go full-time. How are you approaching the promotion of this aspect? Whether it's a course or consulting, compared to promoting your own art?

It’s been a fascinating shift for me, trying to almost undo a lot of my instincts of selling art to now promoting my course. It’s more about words and understanding people’s frustrations than showcasing pretty pictures. In the past, my art did the talking, but now it’s all about connecting through language and addressing the real issues people face.

I recently held a masterclass with 150 participants, which was incredible. It focused on the strategies I use to grow and accelerate my business. For years, I’ve been giving out free advice because I’m not a gatekeeper. It’s been rewarding, and now I’m getting to channel that into a more structured offering.

While I’ve always been open with my journey and advice, making this transition has been both exciting and nerve-wracking. I’m starting to see the value in what I offer and package it for sale, and the trust I’ve built with people who’ve followed my free advice is a huge advantage. However, I still feel the weight of responsibility when it comes to guiding others in their business ventures.

Yeah, for sure. And speaking of advice… My last round-up question is the question that I ask everybody, but you're perfectly positioned. What advice would you give to other artists who want to brand their passion?

I’d start by defining the kind of language you want to use. For my brand, I aim to be like your best mate – sassy, edgy, fun, but still kind and approachable! So I would suggest coming up with five or so words that describe how you want your brand to be seen or how you want others to describe you and your business.

From there, a lot of your design elements will follow naturally. Your logo, whether you design it yourself or have someone else create it, will set the tone for how your brand is portrayed. Your colours might come from your artwork or business, but starting with the right language will give your brand a distinct personality right from the get-go.

Have you been listening to my podcast, Ellie?

Sorry, did I say it word for word? 😆

No! Haha, but it's great advice! Now, before we wrap up, I want to share with you the scoop on Ellie’s new course. If you're tuning in when this episode launches, Ellie's course, Passion to Profession, is open for enrolment right now! It's a six-week program designed to give artists and creatives the tools and mentoring they need to boost their business confidence, land steady clients, and make good money using their creativity.

The course is perfect for those ready to turn their art into a full-time gig but need a bit of guidance on how to do it. If that sounds like you, check out the links in the show notes to join. And if you're catching this after enrolment has closed, stay tuned for future opportunities. Ellie, anything else you'd like to add or where can folks find you?

Yes! This founders' launch will be an intimate group so we can dive deep into each business. I’ll share all my templates and tips and there’s a discount code for listeners. There are payment plans available to make it more affordable and you'll have 24/7 access to me for support throughout the course! You can find me on Instagram @EllieCompton__.

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Are you ready take your art full-time but don't know how?

Check out Ellie’s course – Passion to Profession!

This 6-week course gives artists and creatives (like you!) the practical tools and face-to-face mentoring to elevate your business confidence, land steady clients and make great money, all while using your creativity as the driving force.

Use the discount code “PASSION20” to save when you pay in full!

Or click here to join now using the special Brand Your Passion link (with your discount already applied!!)

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Connect with Ellie Compton:

Instagram: @ellie.compton__

Website: elliecompton.com

Facebook: EllieCompton.MakerofChaos