The Artline.
Melbourne creative and production agency The Artline has rebranded and with an expanded offering.
Since launching five years ago, founder Amy Henderson has grown the business from a multidisciplinary talent agency into a creative partner that connects brands, artists and industry through representation, strategy, production, publishing and community initiatives.
Henderson says the change reflects how the business has been operating behind the scenes for some time.
“The Artline has always been about creative people first,” Henderson said.
“Our role is to support them, advocate for them and create opportunities that help them build sustainable careers.
“Everything we have built has come from that foundation, and five years in, I think we now have the structure and the team to fully realise our vision.”
At its core, The Artline operates as a through-the-line creative partner, working with brands from concept through to execution.
“We can develop an idea, bring the right people into it and deliver a strong outcome,” Henderson said.
“That’s always been the intention, but now it’s a much more defined part of how we work.”
That integration is most clearly expressed through The Artline’s Creative Partners model, which sees brands engage the agency on an ongoing basis rather than project by project.
“It also means our creatives are part of a brand’s story over time, rather than stepping in and out of one-off projects,” Henderson said.
“That has real benefits for everyone involved.”
The agency’s roster, which has recently doubled in size, includes photographers Lillie Thompson, Jedd Cooney and Josh Robenstone; chef & stylist Sian Redgrave; Australian surfer Nikki Van Dijk; design studio TRiC; filmmaker Tim Williams; set designer Emma Sandral; and creative directors Marsha Golemac, Natalie Petrevski and Tristan Ceddia.
“We’re not prescriptive about how people work with us,” Henderson said.
“The point is that we can adapt to what they need.
“There’s a strong appetite for Australian creativity overseas. Over time, we see that becoming a growing part of the agency.”
The Artline’s rebrand was undertaken by TRiC, a graphic design studio and one of the agency’s own roster creatives.
“In a way, we couldn’t have done it without each other,” Henderson said.
“They had to really understand where we were heading with the agency. It was an amazing process and it gave me a rare opportunity to be on the client side.”
Alongside its agency work, The Artline has just launched A&DR – a resource and community hub for anyone drawn to art and design, connecting creatives with industry opportunities.
It also publishes TheArticle, a digital publication capturing the ideas and perspectives of its global creative community.
As The Artline enters its next phase, Henderson’s focus is on depth rather than scale.
“Our agency has always been about supporting creative people and building something meaningful around that,” Henderson said.
“This is the next step in making that vision real.”
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