msuCatalyst →

By Reed Kalso

Barbara Hranilovich lives in a residential Lansing neighborhood. The walls of her home are adorned with paintings—some, but not all, are hers. Her studio resembles everything necessary in an office, without the trappings that make an office feel oppressive. It is spacious, has a pleasant view of the backyard, the floor is carpeted, the walls display more paintings, and the desk houses miniature comical skull moldings. It certainly gives off a relaxed vibe that catches her essence. As an artist, entrepreneur, and author, Barbara merges the passion of art with sensibility of business—while helping others do the same.

Barbara has lived in Lansing for 25 years. She and her husband moved into the area when her husband got an internship with MSU, only expecting to be in the neighborhood for a couple years. Instead, they agreed that they liked the city and settled down. Barbara has left her mark both with her artwork and by helping others with their own.
 
What most impressed me about Barbara is how completely she has integrated art into her life. She has created both fine art and commercial art. In tougher times—like now—when demand for either is ebbing, she gives art lessons to local aspiring artists. This is on top of her book and pamphlets on marketing your work. And while her knowledge of marketing comes from experience and necessity, she enjoys it as well. 
 
“Marketing is a creative art in its own right,” Barbara said. Finding ways to hook clients, properly timing a piece's release, knowing the current styles and fashions, these aren't so much challenges to Barbara as they are just aspects of the artistic process.  

Of course, Barbara wasn't pretending making a living on art was a breeze. When asked what advice she gives up-and-coming artists, her immediate response was “have a day job.”  
 
She had four jobs starting out. She said artists who want it to be more than a hobby need to make it a business, pushing to market themselves. It's entirely possible to express yourself while being professional.  
 
“Never stop learning, even if you have talent,” Barbara said.  
 
Even after 35 years, the business offers no guarantees for Barbara. In fine art, a little uncertainty may come with the territory, but even in the commercial field, the current economy has taken its toll. High-quality artwork and design looks less feasible for a company that's just trying to stay afloat. Furthermore, there's competition from digital media. Many potential clients do not focus on art as their own industry, and the multitude of images available via the Web are easier for them to obtain.  
 
Still, Barbara made clear that she loved her work, and that she didn't regret putting up with the occasional uncertainty.  
 
I was far from the only one Barbara was willing to share her insight with. Coming from a long line of teachers, she taught illustration courses at LCC for several years and contributed to a blog, providing advice on being self-employed. This led to her book, “E is for Entrepreneur.”  
 
“Artists don't get trained in business,” Barbara said. In a medium geared toward individual creation, the lack of marketing and business training provided to these individuals is especially glaring. But while her book is directed toward self-employed people, Barbara said it focuses on the emotions and lifestyle related to self-employment. There are plenty of books that help with business decisions and time management, she said, but the feeling of providing entirely for yourself is unfamiliar and needs more exploration.  
 
Barbara also helps out the other side of the business: art clients. She has produced buyer's guides on how to search for the right illustration and determine an appropriate cost. Just as artists have a lack of business training, buyers don't necessarily know the best way to go about purchasing artwork. Again, rather than an obstacle, Barbara portrays this difficulty as an opportunity to teach and better prove your value in the medium. After all, if you can make your work easier to purchase for your clients, that goes a long way toward establishing a favorable business relationship.  

While her artwork is tied to meticulously planned marketing, Barbara has shown some spontaneity as well. For instance, her invention known as the beverage CADDi was a “wake up in the morning idea.”  
 
The CADDi is a small harness that slips easily over a coffee cup and can dangle from a finger, freeing the rest of your hand to carry a book, food, etc. She sells these through her site for charities such as the American Cancer Society or The Nature Conservancy.

The CADDi wasn't something Barbara envisioned her entire life or a great dream realized. But it was an idea she had that she made happen. It's not the only way she calls attention to causes, either. She thinks the Midwest gets overlooked in regard to artistic talent, and makes an effort to bring awareness to artists from the region through art and poetry. For Barbara, teaching isn't something to do in addition to her creative life...it's just another way for her creativity to take form.

Regarding her tendency to teach and inform, Barbara said “I just think, maybe I know something that can help somebody...why not?” Most of us have a topic or specialty that we're more knowledgeable about than our peers, but Barbara shows that the willingness to share that knowledge can be helpful for all involved.

Barbara's portfolio can be found at http://www.hranilovich.com/.