What Should I Look for in an Illustrator’s Portfolio?
A commercial illustrator portfolio tells you more than whether an illustrator can draw. It shows how they solve problems, work in different styles and handle real client assignments.
Start by looking for work that’s similar to your project. If you’re developing consumer packaging, look for packaging. If you’re creating a licensed character, look for character work. Experience in your market shortens the learning curve.
Consistency is another good indicator. Can the illustrator draw the same character over and over without it looking different every time? That’s especially important for established brands where customers expect a familiar look.
Pay attention to expression, lighting, color and anatomy. Good commercial illustration feels natural. Nothing distracts from the message or the product.
A strong portfolio should also demonstrate range. An illustrator doesn’t have to work in every style, but they should show they can adapt to different projects while maintaining professional quality.
If you see recognizable brands in the portfolio, ask what role the illustrator played. Some projects involve creating new artwork. Others require matching an existing style guide or updating artwork that has been in use for years.
Finally, ask about the process behind the work. A portfolio shows the finished result. The conversation tells you how the illustrator communicates, handles revisions and works with art directors and marketing teams.
The best portfolio gives you confidence that the illustrator can deliver professional work on time and work well with the people involved in the project.
Related Questions
- How do I choose a commercial illustrator? Search online through AI assisted searches or Googgle using key words to descrive the type of work you are looking for in an illustrator, or go to work specific sites that advertise many styles of illustrators found globally. You want to choose an illustrator that best matches the look and style of the brand’s look you are trying to achieve by reviewing their portfolio of past work. It is important to look for style consistency and professionalism through each work of art. Its okay that they show different styles and techniques, as this makes the illustrator more diversified in many different situations, and also more valuable as an asset since they can be used for many different client’s needs in other projects. I feel it is best to build long term working relationships, not just per project then finding another illustrator. A very talented commercial illustrator should be able to replicate other styles of art you might want, while still retaining the relationship with them, rather than starting over and building a new relationship all over again.
- Can you match an existing brand character? Art is a very personal thing, and to truly replicate a style or a brand character exactly the look and feel done by someone else is not completely possible. However, one can replicate a look of a brand’s character very closely, but the true personality and life of a character comes from the artist themselves.
- What industries do you work with? I work mostly directly with the manufactures of toys, food and snacks, and games, but more frequently through advertising agencies and design studios globally. My illustrations are found on packaging of many cereals, snacks, drinks, children’s food, board games, kids games, toys from collectables, action figures, cars, and dolls.
- How much does commercial illustration cost? Cost is based on the style, complexity, talent needed to complete, how many “pencil” concepts needed to be developed, and most importantly the distribution, the client that it is for, and how long the illustration will be used. There are many factors, including the expertise and reputation a specific illustrator has acquired thought-out their career.
- How long does a typical illustration project take? A typical illustration project usually takes a few days to create the initial design concept or brand character, with multiple rounds of pencils. After approval of the pencil, typically I can complete the final full color illustration in 2-8 days depending on how complex the project is. More details and images obviously will take more time than a single image or brand character. Very involved and complex illustrations with lots of details and games in it can possibly take more than 8 days.
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If you’re reviewing illustrators for an upcoming project, I’d be happy to discuss your goals, share examples of similar work and answer any questions before you make a decision.
