Illustration and design are both about visual communication, but they each work to achieve different kinds of goals. Illustration can be a purely subjective expression of an artist's style and preferences, whereas good design must intentionally define and target objective outcomes.
When it comes to taking on commissions from clients, I approach both in much the same way. I care a great deal about giving the people I work with the very best results I'm capable of, and over time I've learned how the client/professional relationship needs to be work in order to deliver on that conviction.
Creativity will always remain a little mysterious even to artists like myself. The steps below outline how I focus on achieving quality results from what is often an experimental process of discovery.
Initial contact
Questionnaire
My contact form has a list of preliminary questions for various project types, designed to help prospective clients describe their needs. Clear communication is essential at every stage of the process, and laying this information on the table from the beginning sets the precedent for the entire project.
Selectivity
As an artist, I need to be enthusiastic about the work that I do. This leads me to be selective about the projects I take on and the people I choose to work with. A few of the things I consider when reviewing questionnaire responses are:
- Excitement: How passionate is the client about this project? Does the idea of working with them excite me?
- Clarity: Does the client have a good grasp of their own goals? Do I understand what the project will require of me?
- Outcomes: Will this project challenge me to produce my best work? Can I contribute something unique to it?
Response
With a cursory understanding of the potential client's needs, I write back to address the topics covered in the questionnaire and begin a more in-depth discussion about the project. This sets the consultation phase in motion.
Consultation and agreement
Establishing trust and roles
For any professional relationship to run smoothly, clearly defined expectations are essential. The client and I must be on the same page regarding each other's responsibilities before moving ahead any further.
Clients are responsible for two things throughout the process: setting goals, and supplying any content necessary for me to do my job. I can help clients articulate their needs and evaluate content, but I cannot decide on these things for them. Clients are the experts in their fields – this is where I favour and defer to their best judgement.
My role is to produce well-considered and well-excecuted work that effectively accomplishes the project requirements. At no point do I come back to the client and ask them to make a decision that pertains to my area of expertise – this would be a disservice and result in subpar outcomes.
Setting goals
Through a series of discussions, we work together to discover what needs to be achieved. We continue until we have a clearly defined set of deliverables and desired outcomes to inform my work.
Sometimes, clients may come to me with rough ideas for what they hope to achieve, only for it to become apparent that there are bigger problems beneath the surface that we can address. I always make sure to open up our discussions to touch on where an individual project stands in the broader context of things. The purpose here is to dig deep into the driving force for the project, and be sure the results will produce the greatest value possible.
Pricing
During the consultation phase, my attention, and the client's, needs to be on the project goals and how best to go about achieving them. Pricing becomes a consideration only after we know what a job well done looks like.
My work often requires that I spend a significant amount of time on conceptual development, and I continue thinking about projects while I'm away from my desk. It would be very difficult to add up all this time, so I do not charge on an hourly basis. Instead, I quote flat project fees that consider the value of the final solution, and apply myself fully toward achieving the best results possible within the allotted timeframe.
Proposal and agreement
With the consultation phase complete, a document is prepared and sent to the client, which includes:
- A project outline, stating the objectives, key constraints, and a list of deliverables.
- The terms of our agreement, including a quote and schedules for payment and delivery, to be signed and returned.
Design process
Research
With a solid understanding of the problem, I can begin planning how to approach crafting a solution. I take some time to learn more about the client's target audience and competition, and start listing some potential avenues for exploration.
Sketching
My early work typically begins with small pencil sketches. I'm interested in trying out many different concepts at this stage, looking for things that can be explored further. As I continue to iterate, I pick out the ideas that have potential and approach them from a number of angles and in different combinations.
This is a highly experimental, nonlinear process. Some parts of a project only come together when progress is made in another. Ideas that seem promising early on lead to dead ends, and others that I may have dismissed at one point reveal a hidden merit when viewed in a new light.
The uncertainty inherent to this stage is not something I expose my clients to. The ideas generated here need time to develop and mature. I am committed to only ever presenting work that I have absolute confidence in, so I continually refer back to the project goals and evaluate how each idea stacks up against our objectives. This allows me to focus on the effectiveness of the end solution and the quality in its execution.
Digitisation
I continually refine and prune concepts until one emerges as the best of the bunch. From here, I begin to translate the work into a digital format. I make any adjustments necessary to correct errors in the sketch, and continue trying out various colour combinations and arrangements to find which ones hold up the best.
As I get closer to a finished piece, I begin testing how the artwork will appear in practice.
Final review
When I have a candidate ready for delivery, I inspect it closely for quality in craftsmanship, tidying up any loose ends and taking time away so I can reevaluate it with fresh eyes.
When I am satisfied that the design is up to my standards, I export the necessary output files and gather my documentation to prepare a case study for the client.
Case study presentation and delivery
When the finished artwork is ready, I send the client a presentation that walks them through the project from start to finish. I explain the rationale behind every design decision made along the way, and demonstrate how the final deliverables accomplish what we set out to achieve.
Upon receipt of the final payment, the deliverables are sent to the client and all necessary usage rights transferred.
