One size won’t fit all. One style won’t suit all. In the same way an illustration style needs to fit – fit the brief, suit the audience and compliment the brand. Only once these things have been considered can an illustration be creatively fashioned. Over the past 20 years I’ve developed a range of character styles and illustrative techniques that fit snugly to a wide range of projects and clients.

My graphic design background has given me a very strong appreciation of branding and visual communication. This is of great benefit when considering a new illustration project as my focus is always on enhancing the key messages, engaging with the audience, and creating a solution that fits the brief.

Commission Illustration

1Because there are a wide range of illustration styles to choose from – it’s important to communicate clearly what direction the project should take. Your audience, brand values, budget, how the illustration will be utilised, even personal taste will all have a bearing on what is required.

The following list will give you an idea of the questions we will need to answer:

• What do you want to achieve with the illustration?

• Who is the audience? • What style of illustration is required?

• How will it be reproduced or distributed ie. printed, website, posters?

• Will it be Colour or Black & White?

• Is there existing collateral or brand colours the illustration needs to work with?

• Are there specific brand values that should be considered?

• What format should the final artwork be supplied in ie. Adobe Illustrator, Photoshop?

• What is the budget for the illustration? • What is the deadline?


Here are a range of styles I’ve sketched up to help you confirm the style of illustration required.



All that’s required are two or three digital shots showing a couple of facial angles ie. straight on and a 45 degree angle. It’s important that the shots show the expression that’s required in the illustration ie. if the expression is a smile, the photo should be a smile, if grouchy then the expression needs to be grouchy. If it’s a full body caricature, it’s not necessary to have a full body photo – just a good description of the body shape, height and the sort of pose that would suit.

Design Process Overview

First step is to dig as deep as possible! There’ll be lots of questions and plenty of communication. This is standard for the start of any new project and crucial when creating engaging and targeted visual communication.

The Brief: This is the time to get as much information as possible about the project, your brand, and the marketing objectives. On receiving the brief we confirm timelines, budgets, and expectations for the project. Critical paths are created at this stage if necessary.

Conceptual work and Presentations: Concept visuals will be presented in person or as digital PDF depending on the nature of the project. For conceptual briefs, 2-3 options or directions are presented. For most projects we endeavour to provide a spectrum of ideas for consideration and discussion. Initial concepts are often presented as quick pencil sketches. This is a very practical and cost effective way of communicating the essence of an idea before time is spent creating Mac rendered visuals.

Production and finished artwork: On concept approval, finished artwork is created. Print or supply deadlines are confirmed. Coordination with specialist partners is undertaken when necessary. Quotes will usually allow for three sets of client changes/corrections. Jobs are approved by final ‘sign off’ on hardcopy or as written confirmation via email. Once ‘signed off’, jobs are supplied to print as open files on CD with hardcopy printouts or as a Print Quality PDF. Print management will be undertaken on request.

Commissioning Artworks

A selection of original paintings are available for purchase along with limited edition giclee prints. These can be viewed in the ‘Artworks’ section. Commissioned pieces will also be considered. When requesting information on a commisioned piece, please proivide relevant information such as size, subject reference material, and any deadline requirements.