A Site for Emerging Artists
Posts tagged Illustration
Consultation Case Study: Freelance Illustrator
May 30th
By Carolyn Edlund
Recently, a freelance illustrator requested a consultation on the the issue of how to present oneself to potential clients. Does this case study offer useful information for your business also?
Background:
This is a freelance illustrator who has been successful working with a number of different types of clients. Her work is used to illustrate advertisements, articles, products and reports. An illustration agency provides her with 80% of her projects. Clients include art directors from ad agencies, marketing teams, publications, cosmetic companies, fashion houses, financial companies and some small businesses.
Challenge:
This talented artist has a diverse portfolio which includes work in ink, pencil, watercolor and graphics. She has been successful with all these mediums, but has been concerned for years that she might be perceived as unfocused because she has more than one style. She has considered working under different names, or even having separate websites for her different styles. Currently she is creating a website and wants guidance on how she can best present herself and her portfolio.
Goal:
Create an effective website with a presentation which will maximize sales of her services, with an emphasis on repeat business.
Strategies:
I suggested that she flip her perception of being “unfocused” due to her different styles, and use this versatility as a selling point rather than a liability. Her unique selling proposition is that she has multiple talents to offer, thereby becoming an even more valuable resource.
I recommended making her website Home page an “About” page, using her (professionally taken) photograph to create a sense of familiarity, as well as thumbnail links to the two categories that we divided her portfolio into. Text should be language which presents her professional background, but is primarily directed toward speaking her customer’s language, using key words about what is important to them – and offering solutions for them.
How would this text look? It could, for example, mention meeting deadlines, quick turnaround, flexibility, visuals that get results. These should be presented in short paragraphs or bullet points to create bite-sized pieces of information that are easily read. I suggested she use a “soft pitch” rather than “hard sell” to connect with prospective customers in an effort to pique interest and start developing trust, which is the basis for all relationships.
This strategy has the long-term aim of the freelance illustrator being viewed as a consultative partner to clients, thereby setting up relationships which will lead to repeat business. By presenting herself as an effective and reliable problem-solver, she conveys a greater sense of value than an illustrator working on only one project. I advised her to fully discuss her business strategy with her agent, so that together they can promote her business in a unified way.
Feedback from the Artist: I really love the idea you present of the illustrator as consultant, and not just a creative person who draws pictures for other people. It puts the illustrator in the same sphere as a graphic design consultant rather than an artist doing their own thing. I also believe planting the seed in illustrators that what they do is a business rather than a hobby-type occupation will give them the confidence to be more businesslike with both small and larger clients. I think it's a great idea to make this a collaborative effort with the illustrators agent (if they have one) or if they are seeking an agent. The 'about' page also works as a calling card to potential illustration agents seeking new talent. Of course the illustrator can go solo and not have an agent, but I find having an agent is a nice introductory way in dealing with clients if you haven't had that experience.
Do You Want to be a Children’s Book Illustrator?
Mar 18th
By Carolyn Edlund
Are you interested in knowing more about how children’s book illustrators work? Here’s a step-by-step process and how to get involved in this exciting field.
Cherish Flieder, a Colorado native and children’s book illustrator, spoke with me recently about her career and how she has developed her full-time business. She partners with husband Benjamin Hummel on children’s book illustrations, greeting cards, art prints and gifts as well as freelance projects and art licensing. They also are planning to publish children’s books that they have written and illustrated together.
How do you become a children’s book illustrator? Cherish explains that her background prepared her well for this type of career. Interested in children’s books as early as grade school, she worked on a portfolio geared toward this type of illustration, and attended Rocky Mountain College of Art and Design , where she met her husband, and currently teaches as part of the adjunct faculty.
The Career and Alumni Services department of the college put her in touch her first book publisher, which gave her an opportunity to present her portfolio and get started in the business. Since then, she and Benjamin have pursued projects working with authors and publishers on
multiple children’s books.
When publishers feel that their portfolio is a good match for a manuscript, they are contacted about developing illustrations for it. First, Cherish and Benjamin read the manuscript to be sure they feel the story would fit well with their art style, and that the project is one they can be excited about. Since each project is extremely time-consuming, the illustrator needs to be passionate about working on it and being part of the finished book. A negotiation follows, nailing down the price for the illustrations, and royalties.
What’s the process of illustrating a book? Cherish explained the steps, in general:
- Break the manuscript into a storyboard layout, creating a thumbnail sketch of what happens on each page spread. The focus of this step is to make sure the story flows visually.
- Get the publisher’s approval of the preliminary work.
- Research and acquire photo reference to create final line drawings for each illustration.
- Develop character model sheets.
- Work on black and white value studies. This adds drama to the illustrations and carries the concepts throughout the story.
- Color versions are created for each page. Working with the publisher, they show the finished set and consult on any changes that will be needed.
- After any modifications are made, the final illustrations are produced.
- Scanning of the illustrations is done by digital image capture. A color press proof is made and final files are delivered to the publisher on disc or FTP.
- Cherish and Ben may design covers and packaging for the book as well, taking the project from concept to final product.
For artists interested in becoming children’s book illustrators, Cherish offers a few suggestions:
- Working for free or “on speculation” is not a good idea. A project could be time-consuming, taking a year or more for a book project. Make sure you are getting paid for your time and talents.
- Develop a solid portfolio with a singular style. Include in your portfolio action illustrations as well as static scenes. It is also important to show character consistency from image to image .
- Your portfolio must be available on your website, which should be well-constructed and load quickly. The site should be uncluttered and not confusing. Remember, visitors want to get information easily and you only have a brief time to make a good impression and attract interest.
- A resume or CV and well-written artist statement are important. A link to contact info including phone and e-mail address must be shown on every page.
- Get involved with the Society of Children’s Book Writers and Illustrators, where you will find vital information on becoming an illustrator and understanding the industry.
Featured Artist Michael Leadingham
Jan 4th
Ready to journey to fantastical worlds? Check out the website of freelance artist Michael Leadingham, who is pursuing a career illustrating book covers and licensing his work. Enjoy!
What is your goal?
My main goal is to create art that lets people feel as though they are getting a glimpse through the looking glass. Painting, and world creating is my wonderland.
I feel as long as I continue learning and improving, and bringing people joy from my art, then everything else will fall into place.
What are you working on now?
I am currently re-doing a cover piece for Virtual Tales Publishing that was put on hold last year. I am the senior artist for Virtual Tales Publishing. I get a great deal of satisfaction also working with indie authors.
What inspires you?
Many of the fantasy artists like Frank Frazetta Keith Parkinson, and Todd Lockwood are so inspirational to me. They way their art tells a story is one of the most important elements an artist can learn. In my opinion no one does it better than them.
Featured Artist Tiffany England
Nov 30th
Artsy Shark presents the work of featured artist Tiffany England. See more of her work by visiting her website.
TIFFANY ENGLAND works out of Los Angeles in art restoration and freelance illustration. A recent graduate of Laguna College of Art & Design where she received her Bachelor’s in Illustration, her work has been shown at the Society of Illustrators New York gallery in addition to The Society of Illustrators Student Catalog issue of two thousand eight. Currently Miss England is creating a fine art series for the next installation of the Mod Melange traveling art show.
Artistically she takes her inspiration from the various styles of the artists of the Golden Age of Illustration such as Arthur Rackham, Edmund Dulac and Franklin Booth, in addition to early twentieth century book and poster art. Classically trained, art history provides a firm foundation for her technique and illustrative ideals making it possible to combine elements of representational form with effective storytelling and design sensitivity.
Featured Artist Jean Calomeni
Nov 22nd
Artsy Shark presents the work of featured artist Jean Calomeni, an artist and illustrator living in Boise, Idaho. She works in watercolor and mixed media, as well as doing digital illustration. See more of her portfolio by visiting her website.
My goals are to become a better artist – to hone my drawing skills, to never stop learning, to become an excellent watercolorist and illustrator, and to develop a body of work that is appreciated by a special group of art lovers.
My themes are ones of relationships, longing, independence and the empowerment, self-sufficiency and strength of women. I’ll continue to work along those themes for my lifetime.
Each painting I do tells a personal story, yet one that will resonate with many.

I’m inspired by artists who can draw and who understand that the basis of excellent figurative work is sound drawing skill.
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Featured Artist Leah Jay



