Current Employment
since May 2009
GMR Marketing, Designer
hcronce@gmrmarketing.com
262.780.5755

Artist Statement
Heidi Cronce, a Milwaukee based artist, works primarily in print design and digital photography. Concerned with the intention of materality however, she considers herself highly adaptable across various mediums, liberating fresh ideas with appropriate executions. Focusing her energy on team collaberation within the design community, clients needs are thoroughly executed. Supporting design theory, specifically a designers moral responsibility to their community, she believes in the sustainability of design and its inherent power to affect change.

Her current photographic work investigates identity as it relates to gender and sexuality. Evidence is an in-progress social experiment that explores the concept of gender as performative: individuals can not have it, nor be it. It seeks to expose subconscious, yet automatic gendered reactions. Subjects participated at will by blindly attending an open casting call titled ‘Gender Benders.’ Provided with a traditional studio setup subjects were instructed to wear ten predetermined outfits ranging from hyper-feminine to androgynous to hyper-masculine, in any order and for any duration of time. The body of work catalogs participants experience, their evidence.

As a whole, her conceptual interests revolve around language and their affects on sex, sexuality, and gender. She explores how language functions as a tool for a specific type of communication, one which contributes to the construction of identity. She hopes to further examine gender via social experimentations, investigating stigmatized identities which are neither a linear problem, nor hold a singular solution.

For more information, you may also inquire about accessing her resume or CV.