As 2024 comes to a close, we’re reflecting on the shifts in the illustration industry over the past year and what it takes for artists to stand out. Keep reading to hear insights from our expert agents on what they’re looking for in illustration in the year ahead.

Evolving Industry Trends

Insight from Vicki Willden-Lebrecht

As we enter 2025, the world of illustration is undergoing profound changes, largely influenced by the interplay between technology and our enduring human creativity. Here are the key trends and topics that are shaping the illustration landscape today.

• AI continues to make headlines for its ability to reformat and remix existing works; however, it cannot, now or ever, originate unique creations. We encourage illustrators and artists to harness AI as a tool for inspiration and efficiency in their creative processes, while remaining steadfast in the belief that originality and authenticity can only come from human expression.
• The demand for hand-drawn, non-digital artwork is surging. In an era dominated by sleek digital designs, handmade pieces, complete with their delightful imperfections, foster deeper connections and resonate on an emotional level.
• Overly polished illustrations can often appear AI-generated, which can make them seem inauthentic, cheap, and untrustworthy. Creatives need to strike a balance between what is fresh and current and their own artistic voice, ensuring their work is both believable and engaging, particularly in a world where digital replication is so easily achieved.
• There is a renewed focus on high-end hand-drawn illustrations that convey a sense of ease and grace. Such pieces should feel effortless, demonstrating skill without losing the charm of imperfection. The challenge for artists is to produce work that meets the expectations of an audience accustomed to polished design, while also standing out for its authentic originality and artistry.
• It is increasingly important to identify and celebrate talented creatives who outsmart AI by producing exceptional artwork. Those who can distil human emotion, experience, and perspective into their illustrations will continue to shine. As we navigate this new terrain, let us recognise and uplift the artists whose unique visions and talents set them apart in an increasingly automated world.

Illustrations from Benji Davies, Fiona Woodcock, & Ben Mantle

As we progressed through 2024, the illustration industry stands at a crossroads. By valuing authenticity, embracing traditional techniques, and championing originality, creatives can carve out a meaningful path forward in this dynamic landscape. Let’s move boldly into the future, where the blend of technology and humanity creates not just illustrations, but humans being able to work, and have an audience and purpose to be designers, illustrators, creators and writers.

Technical Skill and Versatility

Insight from Head of BCI, Robyn Newton:

With regards to skills, I am looking for a clear ability to compose and execute a successful portfolio or commissioned piece. Although hard to define, this skill includes:

• Choosing a balanced composition while leaving room for the key elements of the narrative or character to stand out just enough to focus the eye.
• Selecting a color palette that not only suits the brief/content but also works for the target audience (e.g., is the audience young, meaning bolder/brighter tones are preferable, or are they older, requiring a more sophisticated palette?).
• Picking a palette that is fresh and current. While this shouldn’t be the sole guiding factor, it’s helpful to research current trends and incorporate them into your own visual identity.

If I can see this skill in the majority of the portfolio, I know the creative has technical skill, an eye on the market, and is consistent.

Illustrations from Katie Rewse, Manuel Šumberac, & Katie Kear

I would definitely encourage artists to showcase versatility across their portfolio for the following reasons:

• To give clients confidence that they have a wide skill set and will be able to adapt to any brief.
• To make themselves more searchable and appealing to a broad range of clients and projects, which is crucial for building a successful and varied career in illustration.
• If you want to work on a particular type of project, it’s important to showcase that type of work in your portfolio. For example, if you want to work on middle grade fiction, it’s not helpful to display no cover pieces or monochrome illustrations in your portfolio.

However, do keep your portfolio cohesive by maintaining your style throughout, even if you are adjusting the age of your characters. Think about your color palettes. I wouldn’t suggest limiting the colors across your portfolio, but rather sticking to certain tones that work for you and your style. Implement them sporadically to create a sense of consistency. For example, if you typically use coral red, avoid suddenly picking a bright primary red and placing it next to other pieces.

I would also suggest creating separate pages on your website for the different areas you want to work in. For instance, you could split your publishing work into picture books, middle grade, and non-fiction.

Marketability

Insight from Bright Education and Bright Religion’s Agents: Robbin Brosterman and Sarah Brouillard

What makes an artist’s work commercially viable?

When we’re looking at an artist’s portfolio and considering what will perform well in the commercial market, we focus on their ability to tell a story. Whether it’s a picture book, board book, chapter book, etc., we look for an artist’s capacity to carry that story throughout the entirety of the project. Additionally, when evaluating an artist’s style, we want to see consistency across the entire portfolio. If an artist has multiple styles, we prefer to see several examples of each style, rather than a portfolio that’s a mishmash of many different styles. A strong, consistent artistic style is one of the most important factors.

Illustrations from Denise Hughes, Catharine Collingridge, & Carol Liddiment

Are there particular niches, styles, or approaches that clients seem to favor going into the new year?

Going into the new year, many commercial clients are particularly interested in smart, snappy humor. Diversity is also a significant focus. Clients are always seeking artists who can draw diversely, with care and compassion. For us at Bright Education, our clients are constantly looking for bright, engaging palettes and styles that are gentle and atmospheric. We’re always on the lookout for styles that feature semi-realistic children, with engaging poses, good interaction, and effective storytelling.

Portfolio

Insight from Illustration Agent Edward Palmer

Naturally, the main thing we look for is an original and engaging illustration style, featuring unique concepts and scenes. This is true across all divisions and areas of work. Aside from that, what’s critical is consistency of style. When it comes to commercial illustration, it’s incredibly important for the portfolio to have a consistent and recognizable style. You want to be able to look at a piece of work and immediately know who the artist is.

Illustrations from Jane Newland

Something we feel strongly about here is that prospective artists should be constantly creating work and updating their portfolios. It’s crucial to see an artist who is regularly producing new pieces and treating their illustration career like a profession. When we’re promoting our artists to clients, it’s essential to have fresh portfolio pieces to discuss as often as possible. It’s not enough to create a handful of pieces you like and hope that someone will commission you. Also, artists who are continually making art are clearly passionate about their craft. It might seem obvious, but that’s a real deal-breaker for anyone wanting to become a professional artist.

Digital Presence

Insight from the Marketing Team

Your digital presence is a powerful tool when it comes to marketing yourself. Social media platforms like Instagram are a brilliant place to showcase who you are. This is your opportunity to present yourself as more than just a talented artist, but as a creative individual with a unique personality. Posting regularly, even if it’s just once a week, can make a big difference in building your presence. Consistency is key, as it keeps you visible and engaged with your audience.

Don’t be afraid to let your personality shine through in your posts – it can be fun and engaging, but always be mindful to maintain professionalism. People connect with people, and showing your authentic self can help you stand out in a crowded market.

While it may seem frustrating to hear, having a strong following can make a difference when it comes to attracting the attention of clients. While it’s certainly not the only factor, if a client sees that you already have a dedicated following of, say, 5,000 people who would be excited to buy a book you illustrated, it can give them more confidence in you. Essentially, it shows that your work already has an audience and potential market appeal.

That said, it’s important to remember to protect your art online. Ensure you’re taking steps to safeguard your work from misuse, especially with the rise of AI models.

Click here to read our blog post on META’s Artificial Intelligence Model: How to have your artwork removed from AI training.

Here are a few more tips to help boost your online presence:

• Engage with your followers: Respond to comments and messages to build relationships with your audience.
• Share your process: People love to see how your work comes to life, consider sharing behind-the-scenes or draw along videos.
• Collaborate with other creatives: Partnering with other artists can help expand your reach and introduce you to new followers.
• Stay consistent: Develop a posting schedule that works for you and stick to it. Regular updates keep you top of mind.

Your online presence is more than just an extension of your portfolio – it’s one of the best ways you can market yourself and connect with your audience, potential clients, and publishers.

Our submissions are always open. Once you feel you’re ready to submit your portfolio, do so here.