Diego Serrano Artist: the system, tested in my own studio

The challenge

Many artists handle their presence with a static website and a handful of disconnected social profiles, with no pricing criteria or organised archive behind them. I needed to solve this for my own practice, and in a way that could serve as a model for other artists.

My role — strategy and execution

• I defined my positioning and my narrative as an artist —including the “Tronies” series, portraits in dialogue with figures from Greek mythology— and the digital presence that supports them.
• I structured the website as a genuine catalogue, with work available to collectors and a downloadable press kit for the media and galleries, not just as a portfolio.
• I applied AI to communication and to the archive: organising content, writing copy and setting up processes that let me keep a steady presence without a team.