An Interview with Elena Herweyer, Art Fresh, Inc. CEO and Creative Director: ‘We transform brands that lead to business transformation and opening of new exciting opportunities’.

“We focus on a deeper understanding of the target audience's needs, motivations, desires, and sales drivers to find new creative approaches and media channels for effective communication of the brand values.”

As the business world continues to evolve year after year, so does the way companies need to market themselves to be most effective in today’s competitive marketplace. This is common knowledge for areas of marketing like social media and digital publishing, where the landscape seems to experience momentous shifts every few months as new platforms are launched and algorithms change.

An aspect of marketing that changes less frequently though, and as a result is often overlooked when it comes to finding new strategies, is branding. But it is critical to stay current on how to evolve your company’s brand image to reflect the present needs and expectations of consumers.

In light of the foregoing, we’re pleased to present Art Fresh, Inc. — a multi-award winning full-service marketing agency, focusing on developing comprehensive strategies and brand development. It provides a premium-quality graphic design that includes logo and identity design, print advertisement, label, packaging and web design, and various other promotional services to help businesses capture a strong position in the market.

Art Fresh was founded in 2011 and is headquartered in Prince Edward Island, Canada.

Elena Herweyer, Art Fresh, Inc. CEO and Creative Director, spoke exclusively to The Silicon Review. Below is an excerpt.

Q. Explain your services in brief.

In this new economic era with high-speed changes in the market where innovative technologies bring fresh ideas and amazing opportunities, we work intensively for our clients' objectives to exceed their expectations.

Based on the many years of successful experience working in the North American and European markets, we provide business growth and marketing services that include creating the perfect positioning for a product or company, defining the best sales and promo channels, branding and web design, content marketing, and social media management to help build strong brands, to drive profits, increase margins, and grow brand recognition.

Q. Marketing is highly effective when it is targeted and tailored toward an individual. How flexible are your services for customization?

We look deeply at the root of each problem, each challenge that clients bring to us, which can require sometimes creating a different business strategy and marketing solutions to obtain the desired results. For us, it is very important to create a wide picture of the current business position in the market and to show it to the client that helps them better understand what should be improved on in the business offer, who is the ideal target audience, and in what competitive environment the business exists. Using this comprehensive methodology, we help businesses save time and budget by taking the right steps in achieving their goals much faster. We transform visions of brands that lead to business metamorphosis and opening of new exciting opportunities. The Art Fresh team has a strong passion to help businesses grow and succeed even in the uncertain times that we have now.

Q. It is quite difficult to achieve success in every marketing campaign that is developed. How do you overcome failures?

Art Fresh is growing and strives to respond fast to the new reality, digital technologies, and creative innovations, and to be on the cutting edge of all innovations in a fast-changing market. With an increasing volume of information that we receive every day, we permanently work on improving our marketing methodology and tools by learning from the received results of the marketing campaigns. We focus on a deeper understanding of the target audience's needs, motivations, desires, and sales drivers to find new creative approaches and media channels for effective communication of the brand values. We never stop to sharpen our marketing tools to deliver new solutions that help our clients build powerful brands in a highly competitive environment.

Q. It’s a job-seekers market now. It is harder than ever to attract and hire top candidates. How do you identify qualified individuals?

COVID-19 brought us not only hard business questions but also has opened a lot of new opportunities. Especially for those who are agile, proactive, work hard, and are open to new challenges to develop further skills. Due to the pandemic, all businesses were enforced to go online, meaning, the competition became stronger as the markets are merging. The Art Fresh business model, created nine years ago, is based on using the new internet technologies. Therefore, the same applies to hiring new talent. In fact, we are open to new talents who want to be part of our creative team even if they live overseas.

To work with us the candidate has to be a like-minded person who shares our values and ideology, is passionate about his profession, and works hard to reach the goals. The key qualities that we are looking for in a candidate for any position are not limited to the high skills and experience in the required field, in other words. For us, a candidate should have a strong desire to grow with the team, be creative, and dare to have own his opinions. In addition to this, human and personal qualities are critically important for a new team member.

Q. What are your trajectories for the next five years?

Marketing, new media channels, and industrial design quickly assimilate new trends and technologies to transform businesses, so my goal is to further grow the marketing agency to the level where we can address the new and more complicated business challenges of our clients and help them successfully grow their businesses. For Art Fresh, our clients’ success is our success.

Elena Herweyer: The Leader at the Helm of Art Fresh, Inc.

Elena Herweyer is CEO and Creative Director at Art Fresh, Inc. Giving top-quality branding and graphic design to international companies such as Kimberly-Clark Worldwide Inc.^©, L'Oreal, Vichy, Samsung, Microsoft, Procter & Gamble, Mercedes-Benz, TNK-bp, Caparol, Novo Nordisk, IMC and Cheese Club Corporation, as well as small and medium-sized businesses, for more than 20 years. The versatile experience she received during her work with international and local clients, along with a long-time focus on brand development services, led her to found Art Fresh Creative Studio in 2011, soon after she moved to Canada from Kyiv, Ukraine.

Elena is a professional artist with a Master's Degree in Fine Arts and Graphic Design. Her paintings are held in the private art collections of Ukraine, Canada, Poland, and Germany. Since 1999, Elena has been a member of the National Artists’ Union of Ukraine. Several of Elena’s graphic design and advertising works have earned awards at the Annual International Festival of Advertising in Europe and the USA. One of the recent awards was Gold at the 2019 Summit Creative Awards for ‘Art Fresh Self-Promotion Campaign’, Boston, USA.

“I wanted to be an entrepreneur and start my own business as this requires a lot of creative ideas and innovative approaches. I am a team player and love to work with like-minded people who are passionate about what they do.”

“We never stop to sharpen our marketing tools to deliver new solutions that help our clients build powerful brands in a highly competitive environment.”

Get in touch: www.art-fresh.ca