Supporting the first steps

As a fine art insurer that provides coverage to private collections and some of the world's largest galleries and museums, Catlin Group Ltd had been looking for innovative ways in which to publicise its fine art underwriting expertise, but wanted to move away from the tried and tested methods of brand-building, such as advertising and glossy brochures. Then, a Catlin underwriter – but not a fine art underwriter – came to us in the autumn of 2006 with an intriguing idea. He had bought a piece of art from a new London-based gallerist with a passionate interest in emerging artists and learned of the dealer's aim to establish a showcase open to new graduates from UK art schools. We were immediately interested. We believed that the exhibition and prize would not only be an effective way to communicate to the art community, but also that the project would fit perfectly with Catlin’s corporate responsibility programme, which focuses on education and young people.

Thus began Catlin’s relationship with Justin Hammond, as Curator of the The Catlin Art Prize. The Prize had a modest start: initially worth only £1,000 the exhibition was staged in an industrial – and very chilly! – space just off Broadway Market in Hackney. However, the evening was a great success, and the winner, Brigitte Williams, has gone on to exhibit alongside many household names and had work placed in international collections. The Catlin Art Prize is now a permanent fixture on the London art calendar and this year the panel of judges will award one of the 10 finalists with a cheque for £5,000, and a new £2,000 prize – the Visitor Vote – will allow the public to vote for their favourite artist. But some things have not changed – Justin still devotes the summer months to visiting the UK graduate shows to identify the most promising young artists.

In 2010, the first Catlin Guide was published to provide wider coverage and support for these artists. It's now an annual publication; a rather beautifully packaged book, profiling 40 of the most promising new artists from each round of degree shows. The finalists for the Prize are eventually selected from this group. Each profile lists future exhibitions, projects and aspirations for the coming year, so it's very much about looking forward and supporting artists at a crucial time. Justin compiles and edits the book: "The Guide is a great snap-shot of what's happening right now in our art schools. It's also an excellent platform for artists – especially those from outside the major schools – and has helped to launch the careers of many artists that may otherwise have fallen below the radar." Indeed, The Guide has also become a reference tool for collectors and curators. Katie Sims, a graduate of University College Falmouth featured in the The Catlin Guide 2011 and is now represented by Hoxton Art Gallery: "Being selected had an incredible impact upon accelerating my professional career, especially as I live and work in Shropshire. It's fantastic that Catlin is surveying art institutions on a national level because it gives individuals like me that vital exposure."

The winner of the 2011 Prize, Russell Hill, adds: "The prize provided me with the confidence to stand by my creative decisions during a very difficult first year out of college. That was validated by winning the prize, and the prize fund secured my studio space for the following year."

Catlin’s commitment to nurturing the talent of recent art school graduates remains strong. The scale and notoriety of the Catlin Art Prize has far exceeded our initial expectations, and that is beneficial for everyone involved: most obviously for the artists and ourselves, but also for the art community as a whole.