Workii.Live events · Brand & community
HEARTPULSE, from creative market to publisher
A grassroots creative market I founded and built from scratch, and the publisher it has grown into.
5,000+
attendees at the 2024 market
Led founder & event director
100+
artist applications to trade at the market
Led0→900
new followers in a 12-week campaign
Delivered44K+
accounts reached, with 50,000+ digital interactions
Delivered40+
stakeholders coordinated, from the venue to vendors and artists
Delivered9.3
average feedback score out of 10, artists and audience
Led$60K
in event revenue for the market
LedFebruary to November 2024, with a 12-week campaign to the market. Figures from the campaign and my post-event reporting.
Where it’s at now
What began as one market is now HEARTPULSE, a publisher with one master brand and three channels.
HEARTPULSE takes what the market did, putting the people who make things in front of an audience, into more than one form. Reporting and interviews, original creative projects and events, all under one identity built for social publishing, from reel covers to the profile grid.
HEARTPULSE
Editorial
Reporting, interviews, reviews and culture.
HEARTPULSE
Studio
Original games and creative projects.
HEARTPULSE
Live
Events and community experiences.
One idea, three names
The project has carried a few names as it grew. They are all the same thread, a place for independent creatives to be seen, and I have led it the whole way.
-
2024 · the beginning
AMAA x MAA
The market I founded and built from scratch, a place for local artists to sell, show and meet their audience.
-
Feb – Nov 2024 · the market
[HE]ART PULSE
The name I gave it that same year, on our socials. The market as audiences came to know it, with a twelve-week campaign, 100+ artist applications and 5,000+ attendees.
-
Now · the publisher
HEARTPULSE
A publisher across Editorial, Studio and Live, with a full brand system behind it.
The brief I set myself
Build a grassroots market that celebrates artists, grows a community and becomes an event ecosystem, starting from zero, with no following, brand or artist list of its own.
That meant balancing four things at once. Enough artist interest to fill the floor, a brand clear enough to travel on social, logistics that would hold up on the day, and audience growth fast enough to make it worth the artists’ time.
The concept, the planning, the marketing and the day itself were all ours. We approached the venue about hosting the market there, and I ran the stakeholder meetings that turned the space into the event.
What I did
- Role
- Founder · Event Director & Marketing ManagerAlso credited as producer and creative lead
- Timeframe
- February to November 2024, with a 12-week campaign to the market · the publisher is ongoing
- Venue
- Fortress Melbourne
- Concept and visual identity for the market
- The 12-week rollout plan and promotional strategy
- Artist recruitment, applications and communications
- Social, graphics, video, email and ticketing
- Securing the venue, then stakeholder meetings across the venue, vendors and artists, 40+ in all
- Scheduling, documentation and budget decisions
- Surveys, feedback loops and the post-event report
How it was produced
I treated the market as a campaign with an event at the end of it, so the story the audience saw and the operation behind it were planned together.
- i.
Concept & identity
Name, look and tone for a market built around artists.
- ii.
Applications
An open call that drew 100+ artist applications.
- iii.
Campaign
Twelve weeks of social, graphics, video and ticketing.
- iv.
Operations
Venue, vendors, schedule, budget and stakeholder meetings.
- v.
Delivery
Running the market on the day, for 5,000+ attendees.
- vi.
Report
Surveys, engagement analytics and recommendations.
vi. In short
I built it from zero, gave it a name and a look people wanted to be part of, and ran the market for more than 5,000 people. Then I kept going once it was over.