Art Strategic
Professional Development for Artists
Professional Development for Artists
Helping artists build clarity, confidence, and momentum by paying attention to how their work moves through the world, and supporting it to continue with intention.
Art Strategic
Creative Strategist & Artist Development Advisory
Art Strategic, led by Peter Cornish, supports artists and art organisations in building clarity and resilience around how their work moves through the world.
With over 30 years of experience across art, culture, marketing, and education in Europe, Asia, and North Africa, Peter has built collections, launched galleries, mentored artists, and curated exhibitions, and now leads long-term cultural initiatives in Morocco.
An author, curator, and founder of Fez Art Residency, 8WEEKSinFEZ, and the Host A Retreat Programme, Peter brings a thoughtful, practice-led approach that underpins both his writing and his work with artists
With over 30 years of experience across art, culture, marketing, and education in Europe, Asia, and North Africa, Peter has built collections, launched galleries, mentored artists, and curated exhibitions, and now leads long-term cultural initiatives in Morocco.
An author, curator, and founder of Fez Art Residency, 8WEEKSinFEZ, and the Host A Retreat Programme, Peter brings a thoughtful, practice-led approach that underpins both his writing and his work with artists
CARES Framework
The CARES framework is the foundation of much of the work Art Strategic does with artists - in residencies, conversations, and longer-term projects.
Rather than offering solutions or strategies, CARES offers a shared framework for paying attention: to how work meets people, who it’s really for, what happens next, what comes back, and whether the whole thing can actually be lived with over time.
Rather than offering solutions or strategies, CARES offers a shared framework for paying attention: to how work meets people, who it’s really for, what happens next, what comes back, and whether the whole thing can actually be lived with over time.
Where your work actually meets people
Contact refers to the moments where your work is actually encountered, not just where it appears. It asks you to notice how, where, and on whose terms people meet your work, and whether it is being met too quickly, too thinly, or without context.
Contact refers to the moments where your work is actually encountered, not just where it appears. It asks you to notice how, where, and on whose terms people meet your work, and whether it is being met too quickly, too thinly, or without context.
Who the work is actually for
Audience refers to the people your work is actually oriented toward, not everyone it could reach. It asks you to notice who recognises the work, who stays with it over time, and whether those encounters are aligned with what the work needs to continue.
Audience refers to the people your work is actually oriented toward, not everyone it could reach. It asks you to notice who recognises the work, who stays with it over time, and whether those encounters are aligned with what the work needs to continue.
What happens after someone encounters your work
Response looks at what follows an encounter. Not likes or praise, but whether interest has somewhere to go. It asks you to notice whether projects lead to conversation, return, or relationship, or whether they reset to zero each time.
Response looks at what follows an encounter. Not likes or praise, but whether interest has somewhere to go. It asks you to notice whether projects lead to conversation, return, or relationship, or whether they reset to zero each time.
What comes back to support your practice
Exchange looks at what comes back to support the continuation of your practice. Not just money, but whether time, energy, care, or resources return in ways that allow the work to keep going, or whether it relies on constant personal subsidy.
Exchange looks at what comes back to support the continuation of your practice. Not just money, but whether time, energy, care, or resources return in ways that allow the work to keep going, or whether it relies on constant personal subsidy.
Whether this way of working can continue
Sustainability is about whether your practice can keep going without wearing you down. It looks at pace, energy, and alignment over time, helping you notice what’s being sustained, what’s being depleted, and whether this way of working is livable.
Sustainability is about whether your practice can keep going without wearing you down. It looks at pace, energy, and alignment over time, helping you notice what’s being sustained, what’s being depleted, and whether this way of working is livable.
Strategic Coaching & Professional Development
Art Strategic provides a range of mentoring and consultancy programmes created for artists and art organisations looking for growth with intent.
From career development and marketing strategy to project planning and residency design, each programme combines artistic understanding with real-world strategy, helping you define your goals, strengthen your direction, and work towards sustainable progress in your professional journey.
From career development and marketing strategy to project planning and residency design, each programme combines artistic understanding with real-world strategy, helping you define your goals, strengthen your direction, and work towards sustainable progress in your professional journey.
Designed for artists ready to take the next step, these personalised one-to-one sessions help you define goals, strengthen confidence, and create strategies that align with your creative vision. Each session combines reflection with action, turning inspiration into structured progress that moves your career forward with focus and intention.
Understanding how marketing works can transform an artist’s career. These sessions explore the principles behind successful creative growth and show you how to build actionable strategies that strengthen your identity, refine your message, and shape a brand that reflects your art while driving meaningful professional progress.
Refine your positioning, messaging, and strategy for exhibitions, collections, or creative launches. These sessions help you plan projects and shape a cohesive portfolio that reflects your artistic direction. You’ll learn how to apply professional planning principles to present your work confidently and achieve your creative goals.
These workshops turn marketing and career development principles into practical learning for artists and creative organisations. Each session combines insight with action, helping you understand key concepts, build confidence, and apply effective strategies to grow your visibility, strengthen your brand, and move your creative practice forward.
Guidance for launching or expanding artist residencies and retreats, from concept and structure to implementation. These sessions help you define your vision, develop sustainable frameworks, and apply proven strategies in programming, operations, and marketing to build creative environments that genuinely support artists and communities.
Fez Art Residency
Set within the historic Fez Medina, Fez Art Residency offers place-based programmes that support artists in developing clarity and agency around their practice — creatively, professionally, and structurally.
The residency provides time, space, and context for artists to work deeply, engage with Morocco’s artisan traditions, and situate their practice within the Medina’s living cultural landscape.
Through a balance of independent practice and guided reflection, artists strengthen how their work is encountered, supported, and allowed to continue — translating the experience of Fez into practices that can be sustained beyond the residency.
The residency provides time, space, and context for artists to work deeply, engage with Morocco’s artisan traditions, and situate their practice within the Medina’s living cultural landscape.
Through a balance of independent practice and guided reflection, artists strengthen how their work is encountered, supported, and allowed to continue — translating the experience of Fez into practices that can be sustained beyond the residency.
- Place-Based InspirationSet in the heart of Fez Medina, one of the world’s oldest creative centres, the residency offers artists a unique opportunity to live, work, and create within Morocco’s vibrant cultural heritage.
- Creative Growth & ExplorationFez Art Residency provides the time, space, and freedom for artists to experiment, reflect, and develop new work in an inspiring, historically rich environment that sparks fresh perspectives.
- Professional & Personal DevelopmentAlongside artistic exploration, the residency supports career growth through mentoring and coaching—helping artists build clarity, confidence, and momentum in their creative practice.
Hear from those who've thrived
- Caroline LacomaMultimedia Artist"The conversations I had with Peter were valuable in helping gain clarity in approaching my career with intention and purpose. Through his gentle mentorship, I realised that to create a sustainable and flourishing art career, it was important to remain clear on my artistic voice and apply an intentional strategy.”
- Dang Van TramFounder 2Nam Gallery“Peter guided us in the curation of eight art exhibitions showcasing emerging Vietnamese and international artists. With him, we developed a plan that strengthened our curatorial direction and expanded our visibility within the contemporary art scene. His insight, structure, and understanding made a lasting impact on our work.”
- Jennifer SchotCreative Explorers Fez"Working with Peter helped us think about our direction and how we communicate what we do. His support with strategy, programme development, and social media collaborations strengthened our presence and opened up new revenue ideas in ways that felt aligned with our values and long-term sustainability."
- Adam SmithPainter"I spent time with Peter while attending one of his programmes with Fez Art Residency. Our conversations encouraged me to think more strategically about the direction of my work and to set realistic goals. The result was a new body of work that some have described as my strongest to date."
Artist Retreat Programme
Art Strategic runs the Host A Retreat programme in Fez, supporting creatives who want to design and host their own retreats in the city's historic medina. Drawing on Peter's experience with Fez Art Residency, and in partnership with Dar Drouj, the programme offers personalised guidance through every stage, from concept and structure to logistics, programming, and promotion.
- Turn Your Vision into a RetreatIn partnership with host Dar Drouj, Art Strategic helps you shape your idea into an authentic, well-structured, and memorable Fez art experience.
- Create, Connect, InspireFez offers the perfect setting for creativity and collaboration. Together with Dar Drouj, we'll help you plan, market, and host your own retreat with tailored support.
- From Idea to ExperienceTurn your creative idea into a retreat. With guidance on planning, logistics, and marketing, Art Strategic helps you host a professional, authentic experience.
- Design a Retreat with PurposeReady to share your creative practice? Develop a clear concept, structure, and strategy with expert support to design an inspiring, connected retreat in Fez.
The Insider Guide to Marketing for Artists
A practical, artist-focused guide to building your brand, growing your audience, and turning creative passion into a sustainable, confident career.
- Real-World SuccessReal-world case studies of artists who have successfully used branding and marketing to elevate their careers.
- Proven StrategiesProven strategies and step-by-step guidance to help you apply marketing principles confidently within your own artistic practice
- Actionable GuidanceActionable insights and practical takeaways to help you define your brand, reach the right audience, and grow your sales.
- Practical FrameworksClear, structured methods to help you apply marketing principles confidently and creatively in your daily practice.
- Reflective ExercisesEngaging prompts designed to turn knowledge into action and build lasting confidence in your marketing mindset.
- Integrated ApproachAn explanation of how branding, storytelling, and audience connection work together to strengthen your artistic identity.
8WEEKSinFEZ
8WEEKSinFEZ is an international artist residency and creative campaign developed through Fez Art Residency. Bringing together artists from around the world to explore heritage creativity, culture, and connection in Fez Medina, the programme offers time, space, and inspiration for artistic growth while positioning Fez as a hub for heritage and contemporary creativity.
Dar Drouj
Dar Drouj: Residency Accommodation Partner
In collaboration with Creative Explorers Fez, Dar Drouj is the accommodation partner for Art Strategic and Fez Art Residency, As a welcoming home base for artists and retreat participants from around the world, Dar Drouj offers an inspiring setting for reflection, creation, and cultural exchange at the heart of Fez’s creative scene.
Nestled at the edge of the ancient Medina, Dar Drouj is a lovingly restored 14th-century house full of character and charm. With carved woodwork, colourful zellij tiles, and a peaceful rooftop terrace, the house offers quiet corners, bright communal spaces, and an atmosphere that encourages creativity and connection. It’s more than just a place to stay - it’s a place to slow down, feel inspired, and feel at home.
Connect and cultivate
Ready to take your project further?
Get in touch using the form below or schedule a consultation to explore your options.
Schedule a conversation to explore ideas and begin shaping your next creative chapter.
Working from Fez Medina, Peter provides coaching online and on location, supporting artists wherever they are, in Morocco and internationally.
