LivingArts: Following Kitestring


If you follow a #Kitestring where does it lead? Apparently, the sky’s the limit. If you take a look around our city you will see the thread of this company’s work winding back and forth through the Hamilton arts community. With a client list that includes: CoBALT Connects, The Hamilton Arts Awards, The Art Gallery of Hamilton and The Hamilton Philharmonic Orchestra this creative team, lead by designing duo Jenn Hudder and Chris Farias, is helping artists and arts organizations to express themselves through a different  medium; the brand.

 As artists we naturally want to express ourselves, to make a connection with others, but first we need to find those ‘others’.  When I set out to direct my first independent production for the 2013 Hamilton Fringe Festival I felt totally at home in rehearsals, sharing the creative process with my cast, but bereft when it came to making a marketing strategy.  In particular I remember a vast emptiness on my Fringe application form under the heading ‘Company Website’. I didn’t want to create a ‘brand’ I just wanted to tell a story! So I must admit I was surprised when I asked Farias to tell me about his work and he replied “We help clients with everything from creating their brand to helping them engage with their audiences… we create brand stories”.  Suddenly the intimidating world of internet presence and social media exposure seemed not so far off stage left.

Farias is no stranger to the mind of an artist (if you want to take a Big Wheel ride down memory lane check out his recent project: and says that he enjoys working with arts and not for profit groups. In fact he recently won a national award for his work supporting the arts at the Canadian Arts and Business Awards.  The Arnold Edinborough Award is given to a business professional, under the age of 40, in recognition for their leadership and volunteer work within the arts. Farias was nominated by his fellow Culture for kids in the Arts board members alongside more than a dozen other young entrepreneurs from across the country.  When speaking about his work in the arts community which attracted such attention Farias was clear; ‘it’s important to me’. I couldn’t agree more. In a city where the presence and influence of the arts community is on the rise it’s easy to see where Farias has tied his kitestring, and perhaps also his heartstrings.