From Concept to Client: Bringing Illustrations to Life for Big Brands
As an illustrator, there's nothing more exciting than seeing a concept come to life—especially when it's for a major brand. Over the years, I’ve had the pleasure of working with some amazing companies in the toy industry, like MGA and Far Out Toys, and through these collaborations, I’ve learned a lot about the journey from initial idea to final product. Today, I want to share that process with you!
1. Understanding the Brand’s Vision
The first step in any project is understanding the brand's vision. Whether it's a toy line or a promotional campaign, it's important to grasp the company’s mission, the target audience, and the message they want to convey. For example, when I worked with MGA, their priority was to create engaging visuals that would resonate with both kids and their parents. In order to meet this goal, I immersed myself in the brand's identity, explored their existing products, and understood what made them stand out in the market.
It’s crucial to ask questions and dive deep into the creative brief. What’s the brand’s voice? What kind of emotional response do they want from their audience? This foundation is key to creating illustrations that not only look great but also align with the brand’s overall strategy.
2. Sketching Ideas and Collaborating with the Team
Once I have a clear understanding of the brand's vision, I move into the sketching phase. This is where the ideas start to take shape, but it’s also an opportunity to collaborate with the brand’s team. I typically present a few initial sketches to gather feedback and ensure we’re on the same page.
Collaboration is essential during this stage. In larger projects, I work closely with art directors, product designers, and marketing teams to make sure the vision is cohesive. Whether it’s fine-tuning the proportions of a character or tweaking the color palette, client feedback helps refine the concept into something that truly reflects the brand’s identity.
3. Bringing the Illustration to Life
With the sketches approved, the next step is bringing the illustration to life through digital tools. I primarily work in Procreate, which allows me to experiment with textures, colors, and details to create dynamic artwork. It’s here that I also use my custom Procreate brushes (which are available on my website) to add unique textures and depth to my work.
At this stage, I make sure to stay in close communication with the client, providing updates and adjustments as needed. Flexibility is key—brands often have evolving needs, and being adaptable ensures that the final product will hit the mark.
4. Adapting for Different Mediums
One of the most exciting challenges in working with big brands is ensuring the artwork is adaptable for various mediums. Whether the illustration is going to be used on toy packaging, promotional posters, or social media content, each platform has its own specifications.
For example, illustrations meant for a product’s packaging must be clear and vibrant, able to grab attention on a crowded store shelf. On the other hand, illustrations for digital campaigns need to be optimized for web use, considering everything from file size to how the image looks on different devices.
This versatility is critical in helping brands maintain a consistent visual identity across multiple channels.
5. Delivering the Final Product
Once everything is approved, the final files are delivered, but my involvement often doesn’t end there. Brands may need follow-up work, such as creating additional assets or adapting the illustrations for future campaigns. The relationships I’ve built with these companies have often led to long-term collaborations, which is one of the most rewarding aspects of working with big brands.
6. Reflecting on the Project
After the project wraps up, I always take a moment to reflect. What worked well? What challenges did I encounter? How can I improve my process for the next client? These reflections help me continue growing as an illustrator and refine my approach for future projects.
Final Thoughts
Bringing illustrations to life for big brands is a process that requires creativity, collaboration, and adaptability. Every project is a new adventure, full of challenges and rewards. If you're a brand looking to create visuals that stand out, or an artist interested in working with larger clients, I hope this post gave you a glimpse into the exciting journey from concept to client.
I’m always looking for new opportunities to collaborate with brands in the toy industry, entertainment, and beyond. If you’re interested in working together, feel free to reach out—I’d love to bring your next project to life!