Context and use case is everything! High-quality, custom illustration is time-consuming so it’s essential to get as much information upfront as possible.

Who:
Is it for a brand? An individual? Some other kind of organization? And who else will we be collaborating with to get information and feedback from?

Why:
Why is the illustration needed? How will the illustration serve them? Is there a special story or application behind the final product? This is also a good time to tell us about the feel of the illustration and why it matters.

What:
Are there any brand guidelines that need to be followed? Let us know upfront if there are specific people, places, or things that need to be included in the illustration. Show me mood boards you’ve put together or general examples of things you like.

Where:
Where will the final product end up? Will it be printed on something (t-shirt, mug, poster)? What does the size/aspect ratio need to be? Are there printing limitations that could affect minimum line sizes, colors, etc?

Good illustration takes time. It can be difficult and ill-advised to rush. Simple illustrations like the Spacestation seedboxes (where we repurposed premade assets) usually take several hours of dedicated time per piece. Complex illustrations like the Rainbow Six merch line can take weeks.

If it's a complicated or conceptual illustration, we’ll do research before we start on sketches, and put together a mood board with inspiration, basic ideas, and direction. We’ll share those with you and get feedback.

This is where we do sketch designs on paper. This process allows us to see if we’re on the right track before we spend too much time on the illustration. This is a great time to address the overall concept and general feedback – don’t sweat the small details!

If it’s a big project, you can expect to see some progress screenshots or sketches. Remember, we’re still in the early stages, and keep that in mind when you give feedback. To learn more about quality feedback, read this.

At this point, everyone is on the same page about general style, feel, and concept. We’ve agreed on the direction, so we can spend more time and resources on high-quality deliverables. This is usually the most lengthy part of the process. Depending on the size of the project, you can expect anywhere from two to four rounds of revisions.

Heavy design/illustration work
We’re in the trenches with design decisions as well as rendering/construction/drawing. You can still expect periodic updates, but communication might be less urgent during this phase.

First round of feedback
Since we’ve agreed on a general direction, this is the time to get specific! Details are important, so take your time looking at the artwork. If you have questions about color, text, sizing, or anything else, now is the perfect time to ask them.

Revisions
‍After feedback has been addressed, we get back to work with fresh insights on what we can do to improve and polish according to the project goals and our amazing ideas.

Rinse and repeat!
‍This feedback cycle can happen multiple times over the course of a project. It can be a balance between just enough and too much but caution: Too many feedback loops lead to burnout on both sides. This can be managed with deadlines, clear feedback, and communication, but keep project goals in mind too. Have all the goals been met? Do both parties like the final product? Yes? Then it’s onto the next step!