Clementine Butler-Gallie · Berlin · thereroutingproject.org
"Showcasing sustainable ways of producing contact-focused art above material excess and market-driven work."-- Clementine Butler-Gallie
Draft -- to be confirmed with Clem after call.
Technical infrastructure assessments (SSL, JSON-LD, meta tags, sitemap, page load) are based on verifiable, measurable standards. All other sections -- including brand identity, messaging, tone, social context, competitive positioning, and reputation -- reflect what an uninitiated observer would encounter, interpret, and conclude upon first contact with the client's digital presence. These readings are analytical, not authoritative. They do not claim contextual or insider knowledge. Factual corrections and contextual additions from the client are expected and welcomed as part of the engagement process.
HTTPS implemented, HSTS enabled. Standard met. CDN, deferred JS, lazy loading -- page load is adequate.
Meta description present and descriptive. Open Graph complete (title, description, image 1500×1000). Twitter/X card present. Canonical URL properly set.
XML sitemap present and referenced in robots.txt. Mobile responsive with viewport meta. Cookie/GDPR banner present with reCAPTCHA.
No JSON-LD present. Site does not declare itself as Organisation, CreativeWork, or Event. This limits how search engines and answer engines understand and surface the content.
Add JSON-LD: Organisation, Event, and Book schemas for Walk NotationsCurrent and upcoming events listed on homepage. Organised by project type (Walk-Archive, Workshops, Residencies, Walk Poems, Texts & Talks). Language picker present though site is primarily English.
Walk Notations publication (EUR14) available for purchase via Instagram link in bio. The website itself does not offer direct e-commerce. No ticketing, event booking, or membership functionality.
Add direct e-commerce to website. Evaluate ticketing tools compatible with Squarespace or consider platform migration.No ticket purchase or event booking functionality. Dissident Paths events were free (grant-funded); transitioning any future walks to paid requires infrastructure to be built first.
Evaluate ticketing tools compatible with Squarespace 7.1Squarespace collects newsletter signups (name + email). No CRM integration visible. No member login, dashboard, or tiered access. Newsletter subscriber base is currently an unaudited asset.
Audit newsletter list; implement basic CRM or audience segmentationThe website presents a Neo-Brutalist skeleton: clean, typographic, restrained -- the programme's structural backbone. Instagram operates as a living archive: layered, analog, textured, full of process and encounter. These two surfaces mirror a curatorial logic -- the institution holds the frame, and the work fills it with life. A brand with genuine depth.
The dual-mode system is conceptually cohesive but may read as inconsistency to new audiences unfamiliar with the curatorial language.A distinctive Electric Lime and Digital Blue palette cuts across both platforms, most visible in the recurring 'tape' graphic element -- a torn-tape motif used in Stories, Highlights, and Reels that functions as a recognisable visual signature. Not yet codified in a brand book, but it exists in practice.
Codify the existing palette and tape motif in a lightweight brand book. Add a custom favicon to replace the default Squarespace icon.The written tone moves between academic curatorial language and poetic/reflective framing. Appropriate for an arts initiative at the intersection of research and practice. Consistent in register if not yet formalised in a guide.
Develop a lightweight voice guide for consistency across collaborators and new contexts.'Walking Together as a Curatorial Space' is more than a tagline -- it is a conceptual proposition that encodes the project's methodology (walking), its social structure (together), and its intellectual frame (curatorial space). For insiders and funders, this communicates clearly.
Consider developing a complementary plain-language proposition for broader audiences without replacing the existing framing.1,804 followers, 120 posts, 14+ highlights. 5-10% engagement on top posts -- a small but attentive audience consistent with niche arts programming. Event documentation carousels drive the highest engagement (97-190 likes, 3-11 comments).
The Instagram handle appears inconsistently across sources: the website footer cites @_re_routing (one underscore), while the actual account is @_re_routing_ (underscores before and after). This creates a discoverability gap.
Update website footer to match actual Instagram handle @_re_routing_. Resolve inconsistency across all references.Active -- contains purchase link for Walk Notations, newsletter signup, and website link. Minor issue: the newsletter signup appears twice in the link in bio as two separate entries.
Consolidate duplicate newsletter signup in the link in bio to a single entry.~4 posts per month average, with concentrated bursts during programme activity (5+ posts in 9 days around TRACES, February 2026). Reels are underutilised. Silence between programmes creates a recurring discoverability gap.
Develop a between-programme content cadenceClementine has a personal profile (Curator & Arts Editor) with no public posts since 2022. No ReRouting company page exists. B2B partnerships -- including institutional workshop commissions -- require LinkedIn visibility. The Martin Gropius Bau and Guimarães engagements are early B2B work that has no professional home online.
Create ReRouting company page; reactivate founder profile for B2B outreachNo presence on any additional platform. e-flux shared a Dissident Paths announcement on their own Facebook page -- institutional reach exists even where the ReRouting brand does not. Not every platform needs to be activated; LinkedIn is the priority.
"ReRouting" alone does not rank. The word competes with logistics software, flight rebooking services, networking terminology, and self-help content. The project is invisible in search without qualifiers. This is a persistent structural problem, not a technical one.
Consider whether the brand name needs a distinctive qualifier for long-term discoverability"ReRouting walking art Berlin" -- thereroutingproject.org and Instagram surface on page one. "Clementine Butler-Gallie" returns multiple strong results. "Dissident Paths Berlin" is strong via nGbK, Sleek, and e-flux. The founder is more findable than the project.
Squarespace provides clean URLs, responsive design, sitemap, meta tags, CDN, deferred JS, and lazy loading. A reasonable baseline -- the platform is not holding the site back on fundamentals.
No blog, journal, or news feed. The site generates limited indexable content between programme cycles. Search engines favour sites that publish regularly. The existing Texts & Talks and Walking with... archive contains valuable content that could be restructured for better discoverability.
Establish a regular publishing cadence -- blog or journal sectionWhen querying ChatGPT, Perplexity, and Gemini about walking art or curatorial walking in Berlin, ReRouting does not consistently appear. Dissident Paths and nGbK are more likely to surface. Partly structural (young project) and partly a content gap.
Walk Notations ISBN (978-3-949969-06-5) makes the publication discoverable through book databases. One genuine AEO asset in an otherwise thin picture.
No structured data for answer engines to parse. No FAQ or Q&A content addressing common queries. Limited long-form descriptive text. The site's visual design prioritises aesthetics over text density -- effective for human visitors, opaque to answer engines.
Add FAQ content; increase descriptive text density; implement JSON-LDFeature article and interview with the curatorial team. International arts and fashion reach. Coverage concentrated around Dissident Paths -- confirms the programme has genuine media traction.
Profile and project coverage. Art market and collector audience. Useful signal of credibility for institutional and philanthropic conversations.
Event announcement for Dissident Paths: TRACES. Global contemporary art reach. A high-value placement -- e-flux listing is taken as a quality signal in the field.
Published reflection on Walking Residency. Peer-reviewed academic reach. Adds scholarly legitimacy alongside curatorial credentials -- a rare combination.
nGbK co-produced Dissident Paths. Cruising Curators co-created the programme. These are active working relationships, not advisory credits -- a meaningful distinction for funders.
Commissioned a workshop (Radical Playgrounds, 2024). An institutional commission is an early B2B engagement -- even if not yet structured commercially. Establishes a track record.
School of Architecture, Art & Design (Guimarães, 2026), Walking Arts Encounters Conference (Prespa, Greece, 2025), Walking Artists Network (UK). International footprint established ahead of international expansion ambitions.
Haus der Statistik (walking residency partner), Floating University (Footnotes workshop, 2024), Künstlerhof Frohnau (residency venue, 2023-2025). Deeply embedded in Berlin's independent arts ecosystem.
MA, Institute of Art in Context, UdK Berlin. Art History diploma, Christie's Education and Glasgow University. Academic credentials carry weight in the German arts funding ecosystem.
Board member, JAWS Journal (Intellect Books). Editor, 'They:Live -- Manual for Social Art Practice' (nGbK Verlag, 2024). Editorial roles extend credibility into the academic-practitioner field.
Projects in Berlin, Marrakesh, Beirut, Kuwait, Leipzig, Vilnius, London. Institutions include Haus der Kulturen der Welt and American University of Beirut. International track record that is genuinely unusual at this scale.
Walk Listen Create (Maršarto25 shortlisted, Online Jury 2026). Walking Artists Network member. Recognised within the specialist field -- the community that would be most critical is not critical.
Funded Dissident Paths. €15M annual fund; up to €200K per project (from 2026). Jury-selected based on artistic quality and national/international relevance. A significant credential -- not all applicants receive funding.
Hauptstadtkulturfonds explicitly excludes commercially viable projects. Repeat funding is limited to three consecutive years. As ReRouting considers commercial revenue streams, the relationship between earned income and continued grant eligibility requires careful navigation.
Research dual-entity structure before generating earned revenue at scaleHosts events, runs paid courses (WALC online, March-June 2026), maintains a practitioner directory, and operates as a platform. Demonstrates that a walking arts platform can generate earned revenue without abandoning its values. The most useful structural reference.
Walking arts initiatives -- Cruising Curators, Walking Artists Network, Wrights & Sites, Loiterers Resistance Movement, Field Narratives -- are predominantly grant-funded, volunteer-run, or deliberately non-commercial. ReRouting has no direct commercial competitor in the field. First-mover advantage if it structures commercial activity carefully.
Commercial walking tours: €15-50 standard; €150-250 for premium or expert-led formats. ReRouting's artist-led, small-group, curated format is inherently premium -- this pricing ceiling is a floor, not a ceiling, for the right positioning.
Generic walking tour operators reach $255K-$1M+ revenue by Year 5. Tips-based models average ~$12.50 per person but scale through franchising. These are structural lessons, not targets -- the business model and pricing logic differ from ReRouting's.
Berlin cultural communications consultancy (13K Instagram). Operates at the intersection of art, architecture, and design with a commercial consultancy structure. Not walking arts -- but shows how cultural work professionalises into a service model while maintaining a distinctive identity.
Cultural organisations across OECD increasingly combine: ticket sales, membership programmes, corporate sponsorship, publication sales, grants, and digital content. None of these are mutually exclusive. ReRouting's natural starting point: ticketed walks + Walk Notations + B2B commissions + grants.
Develop a Secondary Graphic Layer -- functional design elements (CTAs, event cards, booking UI, pitch deck templates) that sit alongside the existing artistic identity. Codify the existing palette (Electric Lime, Digital Blue) and tape motif in a lightweight brand book.
The brand exists and is strong. What is missing is a functional layer for commercial access points -- not a rebrand.The word 'rerouting' is generic -- it competes with logistics software, networking terminology, flight rebooking tools, and self-help content. Without a qualifier (walking, art, Berlin, curatorial), the project is invisible in search.
Resolve Instagram handle inconsistency. Consider whether 'ReRouting' needs a distinctive qualifier for search.The most direct revenue path. Commercial tours price at EUR15-50 for standard, EUR150-250 for premium/expert-led. ReRouting's artist-led format is inherently premium: small groups, curated encounters, international practitioners. Current programme operates on free admission (Hauptstadtkulturfonds funded). Transitioning to paid requires clear communication.
Develop ticketing infrastructure and pricing model for public walks.Brands, businesses, and institutions commissioning walks for team building, CSR, creative offsites, or cultural programming. Precedent exists: Martin Gropius Bau commissioned a workshop (2024), School of Architecture in Guimaraes hosting 2026 workshop.
Create LinkedIn company page. Position founder's profile for institutional and brand outreach.Membership provides predictable recurring revenue. ReRouting's community (1,804 Instagram followers, newsletter subscribers, past walk participants, contributing artists) is the seed for a membership base. Neither Walking Artists Network nor Walk Listen Create has implemented tiered subscriptions.
Define membership tiers, exclusive content or access, and value proposition distinct from public programming.Grants have funded ReRouting to date. The Hauptstadtkulturfonds credential is strong. Limitation: caps repeat funding at three consecutive years and excludes commercially viable projects. A hybrid model (earned revenue + grants) requires careful legal structuring.
Research dual-entity models (non-profit + commercial arm) common in German cultural organisations.| # | Action | Rationale |
|---|---|---|
| 1 | Visual Calibration | Develop Secondary Graphic Layer, codify palette and tape motif, add favicon |
| 2 | Brand name discoverability | Resolve handle inconsistency, consider brand name qualifier for search |
| 3 | Structured data | Add JSON-LD schema (Organisation, Event, Book) |
| 4 | Content strategy | Establish regular publishing cadence for SEO authority between programme cycles |
| 5 | Digital commerce | Add direct e-commerce and ticketing to website, consolidate duplicate newsletter signup |
| 6 | B2B presence | Create/update LinkedIn for ReRouting, position founder's profile |
| 7 | Legal structure | Research dual-entity models for grant eligibility + earned revenue |
| 8 | Audience data | Audit newsletter subscribers, implement basic CRM or audience segmentation |
