Transforming An Art Gallery into a Creative Hub.

Transforming An Art Gallery into a Creative Hub.

The Challenge

1515 Lincoln Gallery, located in a 1920s historic house on Lincoln Boulevard in Oklahoma City, is a cultural hub dedicated to showcasing contemporary art from local, national, and international artists. Through exhibitions, artist talks, and community events, the gallery is redefining the role of an art gallery by continuously fostering dialogue, creativity, and connection between artists and audiences.

Originally established as Objets Trouvés in 2019, the art gallery’s owner, Susan McCalmont, was preparing to rebrand and expand in 2022. McCalmont secured a new space in a beautiful historic building on Lincoln Boulevard that she intended to transform into a new type of gallery. McCalmont’s vision included a fundamentally broader service offering: a Bistro with a gourmet menu and wine tasting events, monthly live poetry, engaging artist talks, diverse musical events, creative pop-ups, and more ambitious art exhibitions. The gallery was evolving from a place to view and purchase art into a thriving hub for creativity, connection, and community. Without a clear identity to unify these elements, however, the expansion risked feeling scattered.

The Clarity

McCalmont didn’t just need a rebrand; she needed clarity. Before introducing the expanded space to Oklahoma City, she had to define what it truly stood for.

Drawn to Tansley founder Erahm Christopher’s people-first approach to storytelling, Susan made the shift to the firm. But instead of jumping straight into developing a new logo and a website, Tansley began at the foundation. With exhibitions, a Bistro, poetry, live music, artist talks, and collector engagement all in play, the challenge was clear: how do you bring it all together into one cohesive identity?

Through a focused discovery process, Tansley evaluated the current market, local competition, and surveyed the target audience to answer that question with intention. The result of the intentional research was a focused strategic plan that began with the creation of 1515 Lincoln Gallery, a creative community space where Oklahoma City could gather, connect, and grow through a shared curiosity and love of art. That clarity anchored everything, giving each program and experience a meaningful place within a unified story rooted in the city’s cultural fabric. From there, the name, brand, and digital ecosystem were designed and developed with purpose, not guesswork. Once the new brand, identity, and digital foundation were established, Tansley developed a clear, sustainable marketing plan to curate and communicate the 1515 Lincoln Gallery story in a meaningful way.

The Transformation

With a clear identity in place, Tansley launched 1515 Lincoln Gallery’s next chapter, shaping its name, logo, and brand, and weaving that identity through every program and point of contact with its audience.

The result captured the gallery’s true spirit: a vibrant creative hub where art, food, music, and conversation come together. Susan recognized the power of a brand that not only stands apart, but reflects the gallery’s dynamic, multidisciplinary nature. To support that vision and foster community engagement, Tansley built a full digital ecosystem and introduced monthly newsletters featuring exclusive interviews, educational content, and exhibition highlights, distributed seamlessly across the website, email, and social media platforms.

As the gallery evolved, so did Tansley’s strategy—pairing authentic storytelling with real-time analytics to ensure every effort remained aligned with its goals. The website and social channels became more than local touchpoints; they extended the gallery’s voice well beyond Oklahoma City.

Grounded in strategic clarity, the brand amplified what mattered most: meaningful connection. The impact of the strategy has been measurable and exciting to watch grow. Social media audiences have tripled, and newsletter subscribers have grown tenfold. Proof that when the foundation is clear, the audience follows.

Today, the work continues. Tansley is auditing the gallery’s audience to design a new subscriber program that deepens engagement, expands access to unique artistic events, and strengthens the bond between the space and the community it serves, as the digital ecosystem continues to extend its reach worldwide.

"I have been very pleased with the work Tansley provided for my gallery and would highly recommend the team." 

Susan McCalmont,
Founder

Through high-quality branding and storytelling, Tansley promoted the meaningful connections at the heart of the 1515 Lincoln Gallery, bolstering its reputation as a prominent voice in the U.S. Midwest arts scene and a leader in Oklahoma’s creative community.
Since Tansley began working with the 1515 Lincoln Gallery, its social media user base has tripled, and its newsletter subscribership has grown ten times the size.

The Impact

Our collaboration with 1515 Lincoln Gallery increased website visitors and interactions by over 100% each year. The website’s natural SEO reach increased by nearly 250% annually. Our sustainability services consistently increased newsletter subscribers and Instagram followers by over 200% for the past two years.

Services Provided

  • Creative Identity Definition and Strategic Positioning
  • Audience Audit and Subscriber Program Development
  • Market Research and Customer Surveying
  • Company Name Development
  • Logo Design and Brand Development
  • Website Design, Development, and Copywriting
  • On-going Website Support and Administration Training
  • Social Media Channel Branding and Content Strategy
  • Newsletter Design, Development, and Original Content Creation
  • Content Publication, Scheduling, and Brand Curation
  • Branded Supplemental Material
  • New Product Design, Development, and Launch
  • Google Business Profile Setup, Management, and Optimization
  • Monthly Creative Strategy and Consultation
  • User Behavior Data Collection Across Digital Ecosystem
  • Web Hosting and Digital Ecosystem Sustainability

Other Inspiring Transformations

Other Inspiring
Transformations

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David Gascon

Chief Creative Director and Partner
David Gascon’s career blends creativity and leadership in film and advertising, underscored by his deep passion for visual storytelling. After six years of academic training in filmmaking, David has spent over two decades as a director, producer, and cinematographer, significantly influencing both fields. He also contributed to film education, teaching for seven years and directing a film school in Montreal. Transitioning his focus to design, David co-founded his agency in 2019 and rebranded as Tansley in 2021 with partners Mathieu Guérin and Erahm Christopher. As the creative director of Tansley, he is committed to empowering entrepreneurs by shaping enduring brands and fostering a collaborative environment for diverse talents to thrive. At Tansley, David embraces the opportunity to create value in a noisy world, empower entrepreneurs, and build a legacy that aligns with his personal and professional aspirations. This role allows him to integrate his passion for filmmaking and teaching with his leadership in marketing, making Tansley not just a company but an extension of his values. David is an avid traveler and photographer, capturing breathtaking scenes from Iceland to Indonesia. He enjoys camping and star gazing, which allow him to connect with nature and escape the bustle of city life. While he is happy to have achieved many career milestones, David’s greatest source of pride is his son, Hadrien, who constantly inspires him to appreciate the value of life each day.

Erahm Christopher

Creative Strategist and Co-Founder
Erahm Christopher is an accomplished filmmaker, social strategist, entrepreneur, and speaker renowned for his ability to forge authentic connections through impactful storytelling. His career began when he created the influential Teen Truth series, which led him to address crucial issues within challenging educational settings across North America. Over time, Erahm expanded his scope, founding an educational content company, directing the feature film Listen, and spearheading mental health initiatives in communities across North America. His films and live experiences have connected with audiences of over 8 million people. Erahm is also an acclaimed author of several books, a TEDx speaker, and a contributor to the Washington Post. His combination of storytelling finesse and strategic planning enables him to work seamlessly with governments, nonprofits, and businesses worldwide. In 2020, Erahm helped launch Tansley with a clear goal: to revolutionize how entrepreneurial businesses engage with their audiences through storytelling. Looking ahead, Erahm is eager to merge his varied professional experiences to enhance Tansley’s ability to craft meaningful brand narratives that speak to customers and drive tangible business growth. When he’s not strategizing at Tansley, Erahm loves to be outdoors—whether skiing in winter or kiteboarding in summer—and values the balance these activities bring to his busy life. He treasures time spent with his family, embracing the philosophy that life’s best lived with a blend of meaningful work, connections, and activity.

Mathieu Guérin

SEO | SEM Strategy Director and Co-Founder
Mathieu Guérin has sharpened his expertise in digital marketing and web visibility over fifteen years, backed by a solid foundation in administrative technology and e-commerce from UQAM. As Tansley’s CTO, Mathieu drives strategies that do more than function—they succeed, delivering quantifiable wins for our clients. He’s more than just the tech-savvy brain behind Tansley; he’s a visionary who has founded and steered two successful companies, mastering the complex world of digital strategies that elevate brands to industry leadership. At Tansley, Mathieu finds a perfect match for his dynamic, results-driven approach, ensuring that strategies are flawlessly executed to ensure clients exceed their objectives. Mathieu particularly values concrete metrics and genuine client relationships that define our work at Tansley. Away from the digital landscape, Mathieu seeks the tranquility and thrill of the ski slopes, where he recharges among mountain vistas and cherishes quality time with his family. His life revolves around three core values: family and friends, respect for others, and honesty. The commitment and care Mathieu brings to his personal life are also integral to his professional. Mathieu continually seeks new opportunities to enhance his skills and strives to integrate his passion for technology with robust business strategies at Tansley.
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