Student Questions Answered

I often get emails from students asking for answers to questions about my work and processes for their assignments. I try to answer as many as I can but in busy periods I’m not always able to do so. Due to many of the questions being similar, I have compiled a list of those frequently asked below. If there are any questions you feel are missing, feel free to drop them in the comments below and I will add my answer when I can. Thanks so much for your interest in my work.

What interested you in illustration?

I have always loved drawing and found it a great way to express myself when I was young. After working as a graphic designer, I appreciated the need to create work that was commercially viable and so I brought this approach to my drawings – I wanted to create work that was not only aesthetically pleasing but that fulfilled a purpose. I like the way illustration bridges the gap between fine art and graphic design.

How did you become a freelance illustrator?

I wanted to work in the creative industry from a very young age so I always had the drive to develop my artwork – I was always drawing in my spare time. I didn’t know any designers and illustrators when I was younger and my parents were very apprehensive about me taking out loans to study a creative subject further so it felt like a huge risk. I eventually went on to do an illustration degree at Loughborough University which I loved but after graduating I quickly realised how challenging it was to work freelance in a creative field. I promoted my work but nothing came in and I struggled to pay my rent. I realised I needed a lot more than talent and hard work to make a living as an illustrator and so I decided the most practical thing to do for both my personal development and my financial situation was to get a job that built my confidence and people skills, starting as a print operator (where I also learned a lot about colour and print processes). I gradually learned more graphic design skills on evening courses and taught myself Adobe software with the help of a lot of books – I recognised the need for my work to be more commercial. After two years I managed to get a Graphic Design role in a marketing department, which in reality was a lot of typesetting and following brand guidelines, but I developed good typography and layout skills. This eventually enabled me to get a role as an agency designer which provided a much wider range of creative briefs I could get my teeth stuck into. One of the projects I worked on involved using another illustrators’ work and I realised I could do just as good a job. I started to combine skills and worked on a lot of personal projects in my spare time until I eventually built up a good portfolio. After sending my work out to a lot of art directors I started to get a trickle of work in. Since then I have built up a lot more connections with the help of social media and am able to make a full time living out of my work. My journey has enabled me to be practical about how I go about finding work and be realistic that creative work isn’t just about doing good work – there’s so much more behind the scenes.

Please could you describe your creative process. What are the major steps you take when completing a design or project?

My projects often incorporate art direction and design so the initial planning stage is always the most vital and sometimes takes me longer than the final piece of work. I spend time working out what the best direction is in collaboration with the client and then drawing out initial roughs and suggestions. Other times jobs are more straight forward, such as editorial work, which might involve just one rough and a final illustration. The main considerations are how the illustrations convey messages effectively and clearly. I work in different ways depending on the most appropriate outcome - sometimes this is digital methods and other times traditional drawing and painting.

What skills, abilities, and personal attributes would you say in your opinion, are essential to success within the illustration field?

Obviously good basic drawing and compositional skills are the foundations for an illustration career, but without other ‘soft’ skills it can be very hard to be successful. You need to have good communications skills and be able to take onboard feedback as well as persistence to continue to promote your work. An ability to see how you can solve problems visually is key – thinking how your work can help potential clients to be more successful.

How do you decide when a piece of work is final?

I always work to deadlines (even for personal work) which helps me to work to a process, otherwise I could work on something for far too long and end up overworking it. When working with clients it’s often a case of them signing the work off or requiring additional amendments, so sometimes the finished work isn’t what I would have originally planned for but fulfils the commission for the client.

If you were entering this career again today, would you change your preparation/approach in any way to facilitate entry/success?

I would have tried to learn better business and marketing skills, rather than just expecting ‘good’ work to sell itself. Even just getting into that mindset can be helpful as it helps you to understand that a lack of success doesn’t always mean your work isn’t good enough, it might just need to take more thought into finding the right audiences for it.

How do you approach/go about securing clients/work and expanding your client base?

It depends on the type of work I’m trying to promote at any one time. Different types of work may appeal to specific industries so I would research and approach companies who my work might be relevant for. For example, for food illustration I might research art directors who work for food magazines and send them samples. Regularly promoting on social media is also really helpful, thinking about the things clients might be searching for and generally building a network with art directors and commissioners by engaging with their posts. Also asking for recommendations from current networks is invaluable.

What are the major things that needs to be considered while designing/illustrating?

Having ideas are really important - being able to interpret text and concepts into a visual representation. Having creative skill and being proficient in your chosen medium is essential but it is worthless unless you can apply it to lots of different ideas and briefs. Planning time is very important for me before starting on a piece of work - deciding on colour palettes, composition, lettering styles and so on. There are so many practical things to consider when taking on a job if you are earning a living out of it.

How do you plan/ensure long term job security as a freelance designer?

In honesty, you can’t and that’s a big consideration the taking on a freelance career and trying to plan ahead financially so you have a back up for quieter months. It’s a case of constantly seeking work even when you’re busy because you don’t want to get to the end of a month and not have something lined up. Some jobs can be more lucrative than others and can provide you a buffer for quieter months but you always need to plan a few steps ahead and if work is drying out in one area think about how you can evolve it or promote it differently – it’s a constant process. 

What courses, if any (other than your own - which I am looking forward to enrolling on!) would you recommend for someone starting their career, in order to further their knowledge and chances of employment within the illustration industry?

I think this really depends on the individual’s aspirations – eg. If you are more drawn to character illustration, you might want to consider a short course in this area, if you’re more of an observational artist, taking on life-drawing classes would be beneficial. There may be specific avenues that would strengthen your work - eg. Learning animation or 4D software may project your work in different areas. I think it’s a case of putting together a bit of a strategy for yourself based on your interests and aspirations. There are so many options now that are relatively low cost, such as skillshare classes and Youtube tutorials.

Do you offer internships/work experience placements at all or would you consider doing so?

I stick to things like mentoring through organisations, giving talks and having people round the studio for coffee because longer term work-experience is hard to facilitate when you work for yourself. If I ever worked in a bigger studio it’s something I would consider.

Which ways do you prefer to promote your personal brand? 

A mix of social media and direct contact with potential clients. I usually send samples of work that is relevant to the business I’m approaching. Promoting regularly on social media is good for getting your work out there but needs to be a bit strategic depending on the platform – for example, Linkedin may attract different types of clients to Instagram. 

How do you get inspiration for your work?

I don’t think any one person or thing inspires me as there are so many things that contribute. I love to visit exhibitions and hear talks by other creative professionals – I like hearing about the behind the scenes processes. I also love being in nature and I get a lot of inspiration from the natural world, but everyday things also inspire me – noticing things in amongst the ordinary. I’ve also always been inspired by artists who solve problems and bring something fun into the everyday which is why I like to combine design and illustration. I think my influences constantly change and evolve so there are too many to mention.

How do you usually deal with a creative block?

Go for a walk or do something different. That’s obviously difficult if you have deadlines but I try to make sure there is enough time in a job to look away from it for a while as I think each piece of work needs to be looked at with fresh eyes again once it’s started. I find going to exhibitions really inspiring too and learning about how other artists see the world - this sometimes helps me to think differently about my own work.

Do you think you should have a niche?

Your niche could be your style of work or the sector you work in, but being too niche could limit your income. Editorial work, for example, is one of the lowest paid, so while it’s good to show your competency in this area in your portfolio, showing how your style works across multiple areas is really beneficial (eg design, advertising, publishing).. There are also many illustrators that work very broadly but within the constraints of one skill - eg lettering. If you prefer a more versatile approach I would recommend doing so within the constraints of a sector (such as the food industry) or a skill (such as lettering or animation) and explore within those boundaries. There is a danger if you work on anything that you will be perceived as a ‘jack of all trades’ and confuse enquirers or attract lower paid work. Take a look at other illustrators and see what other work they do and how they present it. Many who take a more niche route will also work as lecturers or have other incomes to support them.

How do you work on problem solving?

I think it’s about reframing how you ask questions about the problem you’re trying to solve and being open to possibilities. It’s about asking if something has to be done in a set way and often trying out ridiculous things that push your ideas further. I keep a sketchbook just for ideas and it helps me to remain open about how I think about subjects and challenging myself not to just opt for the first ‘easy’ idea.

Does your practice change over time?

Yes. It has to to meet different demands – while I try to always create work that is authentic I also notice industry changes and try to adapt. I also enjoy learning new things and don’t want my work to stay the same – I think that’s what I find exciting about being my own boss because I can decide to pivot and push for new types of work.

What is the best way you have found to reach out to clients?

I think a direct approach - researching clients who your work may be relevant for and then dropping them an email or sending something in the post. I think a personal touch is appreciated so taking time to understand what the person’s role is and how your work may be valuable to them.

Do you think the courses you have taken have prepared you for your career?

Yes and no. I don’t think any course is can guarantee success because creative careers are so varied, but courses should push your work in different ways and challenge you. I think any course where you’re able to experiment and learn new skills is beneficial but many lack business teaching that is essential for a freelance career. I think having modules on working as a freelancer and all the soft skills that are needed for that too would be really invaluable for a lot of students. I’ve had to learn as I go.

Have you encountered any specific barriers/issues related to this field yet? If so, how did you overcome them?

The industry still has a long way to go in terms of making the playing field level, but I have hope attitudes are changing. My initial barriers were financial, and as the industry was (and still is) very London-centric, I was unable to afford to travel for opportunities and also had to commit to working full time in other jobs to start with. I have also received my fair share of undermining comments and am expected to work for free far more than my male peers – stereotypical expectations can make it very hard to be assertive with boundaries and be paid fairly. As a quieter person, putting myself and my work 'out there' has felt overwhelming at times, but the reality is that you have to push yourself to be taken seriously and to give yourself and others a platform. I have always said yes to speaking and writing opportunities and I share work online in ways that don’t feel too ‘salesy’. Being honest and speaking about issues that matter to me has enabled me to connect with others who share similar ethos and this has opened doors to positive relationships, both professionally and personally. I would advise anyone encountering barriers not to mask to fit in, but to be authentic and to let the quality of your work speak for itself. Don’t discount yourself from opportunities you think you aren’t good enough for - the world needs diverse voices, and creativity is a huge platform. For younger people encountering barriers I recommend checking out Arts Emergency - a charity that helps to give them a leg up.

Is there anything you wish you would have known before becoming a freelancer? 

Just how much time and energy is taken up by doing uncreative things! I think I hoped an illustration career would just be mostly drawing and getting paid for it but there are lots of other aspects involved to ensure that happens. 

Not got all the answers you need? Feel free to ask your questions in the comments and I’ll update them here. Here are also a few online interviews that go into more depth about me and my work.