How to Get More Children’s Book Illustration Commissions


72653 Illustration by Jennie Bradley

[The following is a guest post by Edward Burns, CEO of Advocate Art illustration agency.]

Screen Shot 2015-07-24 at 10.23.32Advocate Art, a leading children’s illustration agency is celebrating 20 years this year, Edward Burns CEO of Advocate Art gives some folio tips to illustrators wanting to win more children’s book commissions.
Look To The Movies For Guidance
It’s a fundamental fact that stories contain characters – just like a movie contains stars, supporting cast and extras. If you think of the story like a movie and the characters in your folio like a casting director would their roster of actors, it will help you develop them for… well, that next blockbuster!
So no big film is devoid of characters.  There are no films with just scenes and narrative – that would be pretty boring.  The same goes for children’s books. Ok, there may be a religious title with inspirational scenes and verse, but that is pretty much it. If you don’t have characters in your folio, there is nothing for an editor to pick –simple! Now be honest, can you imagine your characters working as stars in storybooks? Or are they really only going to make it as an extra? Unlike a casting director, you have power to create this cast, rather than rely on the acting skills of your clientele – lets do that!
In short you have to create a selection of characters that can be chosen for a variety of stories.  Main actors, sidekicks, the mum & dad and animals (both anthropomorphic and stylized).  The more genres you cover, the bigger your rostra of potential actors, the more films (stories) your folio will work for.  You may have seen that classic 80’s film called the Goonies? For me, that sets the benchmark for characters covered in most children stories. You have the computer geek; the hero; the overweight funny guy; the older sister; her friend; the sensible older boy plus good guys and bad guys mixed as all ethnicities. You see all the same stereotypes in kids films and cartoons from Madagascar to Power Rangers and repeated in animations of cats, dogs, zoo animals – you name it! The same goes for children’s books, let’s see that bad guy lion or the geeky koala for example or hey, draw them as people!

Cover the bases
Remember, you have to supply the whole cast.  A publisher won’t just pick you for the lead character. Your cast needs to encompass all the main characters. A quick trick is to do sheets of doodles, some finished, some just pencil outlines – say a page of monkeys. Another tip is to do a character line up – like a police identity parade.
If you want to do a book about “xyz” have it in your folio
Your cast can be stereotypes for sure, just like actors end up playing the same rolls or get typecast.  So if your dream is to do a fairy story, have some fairies on your cast, play to your drawing strengths. Build a cast for roles you want to illustrate or are good at.
We have illustrators who get work because they are simply good at illustrating Hispanic-looking kids, for example. Don’t forget though that each actor needs to be right on the money, there is a lot of competition! And please don’t kid yourself that having a princess in your folio will mean you get a fairy book, it has to be spot on. As an agent, I wait for the Art Director to say, “that’s the girl in my book” as he/she points at maybe the smallest doodle in the corner of a page of your folio.
I recently had an artist comment that it was odd that she was always being selected for period work like fables.  I said “Your joking right? Every person in your folio is wearing pantaloons!” I had a similar situation with an artist saying she was fed up with illustrating bible stories, we had to remove all biblical work from her folio and replace them with characters she wanted to do next.
Understand the other side
By understanding what an Art Director is going through to get an artist selected, you will understand why maybe your folio is not working for them. The typical selection process goes like this:-
The Art Director has a publishing meeting where sales marketing and the author are present; they want to see the suggestions for their new cute bear book, for example.
The editor will go in with maybe 6 illustrator suggestions.  Examples of their bears (not giraffes or pigs or fairies) – BEARS! And the right bear for the story.  It may sound a bit narrow minded creatively that they have to show a bear, perhaps sales don’t have the creative vision to imagine what your bear will look like from looking at a giraffe?!  Maybe there are too many bear samples out there for the Art Editor not to need to compromise. Most likely, they really want to nail it at the meeting.  The point of the meeting will be to definitively select the artist, that won’t be possible until the author says “That’s my bear in the story!”
“I’m very versatile, just ask me to do what you need”
It’s a classic line I hear from illustrators who don’t have the goods in their folio.  Ok it’s not their fault, often they don’t know what the “goods” are. When an Art Director is browsing your work on the web a) you are not there to say the line and b) why should they go to the effort and ask you? C) If you were perfect for the story, or liked bears, you would have drawn one by now!
Please don’t kid yourself that they will call you and ask you for a sample before the meeting of your bear, based on the strength of your giraffe.  They won’t have the budget for this so it will be a free sample and they don’t want you to terrorize them for weeks phoning them asking how you got on.  Only if they have prior experience with you will they ask you to sample. Folios have become a bit like menus in a restaurant, that’s your choice – the chief won’t do specials.

Characterization. Oscar winners
Ok, the characters have to be good at their craft, good actors, expressive facially and physically animated. They carry narrative from page to page even with dots for eyes and a half moon mouth, for example. It’s all the about the subtleties e.g. the tilt of the head, the turning in of a foot. I’ve seen the best illustrators work with films on in the background, even in the corner of their mac to guide them- Nicholas Cage transferred to a bubbly-headed boy. Show you can do it in your folio by setting yourself a narrative. For example, draw:
-girl is happy walking her puppy,
-girl looses puppy,
-girl thinks she knows where it is
-girl is happy she finds it.
Candid – natural well observed poses
Great illustrators are great actors; they understand human movement and poses. You may have a great eye for colour, a great technique and be quick but if your characters are all wooden, like they have been jig-sawed from thick plywood and the arms are moved using pins, they won’t be able to carry the narrative. It’s like the difference between wedding photos when all the relatives are lined up and the candid shots taken by an 8 year old on her iPod.
A tip is to click away on your phone at your family and friends maybe one Sunday. Draw a giraffe as your grandmother looking surprised or laughing; or your young sister as she concentrates on a magazine, or your mum when she is thoughtful
This is a huge subject so I will bullet point the basics that are relevant for children’s publishing:-
    •    Production printing processes wash out colours.  Softness and subtleties are often lost. Bright colours are best, especially when pitching younger.
    •    Spend some time understanding colour theory.  Warm colours to cold colours evoke moods that will help bring out the narrative.
    •    Co-ordinate and complement colours. Again use the colour wheel to make sure they are in the same pallet.  Keep continuity between colours throughout a page to demonstrate that, but don’t have your whole folio using the same green – vary it.
    •    Limit your pallet on a folio page of samples to show you have a supreme grasp of colours. Muted colours can add a mood, especially in limited light, or if a scene is set with limited colour choices, like a green frog in a green pond in a green jungle, or a brown rabbit in a dessert etc. Besides, it can be very trendy to limit colours!
    •    Use fashion magazines to understand what colours are in.  Check out popular online fashion/shopping websites and even drop the pallet into your own pallet.  Art directors and then the Mums who buy the books for their kids, understand fashion and will make purchases based on what looks right or modern.
    •    Mix it up.  Why can’t a night sky be purple or grass be yellow?  By introducing different lighting into your work – vary the obvious.
My favorite website for colour us is check it out, it will help you through this theoretical science!
Continuity of Character
It basically means- can the same characters be re-drawn? You have to prove you can do it with samples in your folio.  It’s one of the most basic and yet often the toughest skills of an illustrator, especially if you have a very naive style. If this is the case, then often there are only subtle differences between the characters. You don’t want the same character pulling the same expression but you also don’t want all the characters to either start looking the same or start drifting into each other.
My best advice is doodle with your character and then set in stone how your character performs, use this as the benchmark before you even start. Sometimes a publisher will want to do this with you – it’s called character development. And don’t be tempted to make changes as you work through the project – you are asking for a re-do!

Child friendly
Are your characters suitable for kids? There is a big difference between Disney or CBBC characters and actors in 18 plus movies. The same goes for Children’s books, don’t have them dressed in sexy clothes, or well developed physically, or too violent, or too scary. In short, no guns, thongs, big breasts, cigarettes or spurting blood. It sounds obvious but it’s so common for illustrators to have in-appropriate characters in a children’s folio. Sure, have them for other markets but not in this folio.
Some illustrators have a different site all together for adult illustration or think of a sure fire way of separating them on your site. There is nothing wrong with having young characters with attitude, hey kids hate “lame” stuff e.g. how the Brats are to Barbie. Having it in your main folio demonstrates that you are not right for this role, it is a big home goal.
How old should your characters be?
There is a rule that generally pretty much everyone is interested in themes that are aspirational to them, but not too aspirational – just the next step. This means you can put yourself into the main role ‘with a little bit of imagination.’  You could be the hero in Die Hard or James Bond or the girls in Sex in the City.  Now consider the target age for these stories, they are always just below the age of the characters.
When you are growing up, ‘aspiration’ can be simplified to just a few years older than the target reader, their big sister or brother (because they get to do more).  So a 3 year old likes to read about 5 year olds, 5 year olds to 7, 7 year olds to early teens and so on. Don’t go too far, being much older is scary and often un-cool. There are exceptions of course but on the whole it works, so bear in mind this when designing your characters, even animal ones.
The Children’s Book market is broken into board books (think pages that little fingers can turn), picture books for mums to read to children at bedtime, early reading, reluctant reading and chapter books with simple illustrations, plus graphic novels and reference books. In general, illustrated books occupy the much younger market.  So as a rule, keep your characters young, say 3-8 and you will be in the range.
Cute.  Are they are appealing?
Thinking like a casting agent again, your characters need to be attractive on the whole. Let’s see your Brad Pitt’s and Julia Roberts. The supporting characters can have more interesting faces and the bad guys…well, need to look bad!  Stupid guys stupid, clever guys clever and so on. But the most important thing is that the lead guys are attractive/appealing, even if they’re not human characters.  Sorry, I don’t make the rules!
Cool- up-to-date
If you are not an ‘A-lister’ you at least need to know who is and why. Stories are being re-illustrated all the time, just like films are re-made, so you have to have a style which was illustrated this year or why would you be chosen to refresh a book? It is a trend led-world and no one is more on top of trends than the target buyer of kid’s stories – young Mums!
You need to know what type of eyes are in, what type of outline (key line) textures, of register colours etc. Check out the new releases in your local bookshop – absorb but don’t copy.
Your style is what makes you, you.  But it can be adapted and nudged to a degree, can’t it?  It has to have empathy with the reader’s age.  But also be on trend and decorative – maybe even have some sophistication for the Mum!  You need to get down to the child’s level at least and create work that they will enjoy.  Too trendy or arty and you can patronize the buyer and the kids won’t get it. (Sure some art directors will love it but I doubt it will sell so there won’t be a second!).  Naive characters work best when they are artistically aspirational to kids i.e. you could imagine that the most artistic child in the school could draw this way – i.e. within their reach aspirationally.
Compositions.  Set the scene
It’s the location or the scene that will literally form the backdrop for your characters.  Don’t have them all on white and avoid too many cliff-edge compositions (i.e. a foreground but no background to the scene, like they are on a cliff-edge.) Include scenes that can help carry a narrative, as in the girl in the park example above. Do take on popular themes e.g. fairies, trucks even classic tales. This is your chance to be the director of the film so adopt their techniques-
Interesting camera angles can really help set the scene.  Say the story asks for 3 rabbits cowering from a tractor; have the angle perhaps as if you are in the ditch looking up at the rabbits, with the huge tractor filling the page behind them. It will help the reader empathize with the rabbits, as if they are going to be crushed under the wheels. A bird’s-eye view can also emphasize when characters are all together in a circle or one character is on its own.
Silhouettes.  Use these for supporting characters when you want to emphasize a conversation in a busy scene.  The main conversation does not need to be in the centre – just sketching the other characters can work as well.
Split scene.  Use these if you have over-lapping narrative.  It may be too complicated for young children, but really exciting if the text (and Art Director) calls for it.
And finally
Look in bookshops regularly, don’t rely on just looking at other artists or agents web sites.  They can throw you a curve ball because you may be looking at a folio of an unsuccessful artist! Check out what is out there on the High Street, especially really classic evergreen work. But hey, it’s all in the movies as well – go for the Oscar!
CEO & Founder
Advocate Art
– See more at:

Posted by Thomas James on 08/05/15 under books,business,children's art,freelance,IF Kids,illustration,resources,tutorial / how-to
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Nigel Sussman’s Illustrated A to Z of Things


Illustrator Nigel Sussman is developing a really cool book project, and he needs your help!

“I am calling the project Alphabet Compendium; An Illustrated A-Z of Things. It will be an extensive illustrated alphabet book of objects. For each of the twenty-six letters there will be a visual representation creating an organic composition devoted to each character; even the color choices correspond with their respective letters. The entire book is basically a giant visual alliteration.”

Support Nigel’s project on Kickstarter here.


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Posted by Thomas James on 08/05/15 under artists,books,Stuff
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Colorful Animal Illustrations by Shanti Sparrow

Shanti_Sparrow_Marley Lola-and-Frank Shanti_Sparrow_owl Shanti_Sparrow_cat Shanti_sparrow_Coy

Shanti Sparrow Website >>

Shanti Sparrow Shop >>

Posted by Thomas James on 08/04/15 under apparel,artists,illustration,prints
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What’s Wrong with Your Illustration Business?


Illustration by Thomas James

Whether things are going really well for your illustration business, or really wrong, it’s always a good time to take a look at what you might need to change.

Finding the Weakest Links in Your Business

First I’d like to suggest zooming in a little closer on just the “problems”. Try and figure out what might be standing between you and the success you envision for yourself.

What might you be doing wrong?

What isn’t producing the desired results?

Is anything draining your time and money without offering something in return?

What is stunting your growth as a professional artist?

Once you discover the things that are dragging you down, you can choose to either remove them or make plans fix them, as needed. This may mean anything from making changes to your schedule, revising your promotional strategy, or upgrading your portfolio. Whatever the issue, it can be very useful to single it out, separate it from the pack, and make some strategic decisions about how to make a change for the better.

Identifying “problem areas” of your business can help you to make immediate improvements and potentially free up some valuable resources, which can then be devoted to something more productive elsewhere in your business.

Repairing Your Business

The most important step in this process is to actually do something about the broken parts of your business that are holding you back. This means setting aside time specifically for the purpose of fixing all those things that you promised you’d get to at some later date.

This is one of those aspects of being a freelancer that seems the least rewarding on the surface. It’s not often desirable to think about the negative things, but it’s easier than it sounds, and if you take action now you’ll feel instantly better about where your business is today, and where it’s going. You’ll have less problems affecting your business, and less undesirable tasks filling up your to-do list.

Once you focus on the broken pieces, you’ll be able to turn your attention to the things that are working well, and maybe even make them better with any resources you might have liberated from the wreckage of past mistakes.

Posted by Thomas James on 08/03/15 under business
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Illustrator Submission :: Nick Bear

Post by Chloe





Nick Bear is a professional artist with a passion for illustration. His style is bold, colourful and often full of character and humour. This has made him popular among game production companies and his illustrations have featured in some of the world’s most popular games such as Plants vs Zombies 2 and Bejeweled Blitz. If you would like to see more of Nick Bear’s graphic illustrations, please visit his portfolio.

Posted by Chloe Baldwin on 08/02/15 under artists,editorial submissions,illustration
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GROW by Marijke Buurlage


Submitted by Marijke Buurlage for the Illustration Friday topic GROW.

Posted by Thomas James on 08/01/15 under artists,workshops / conferences
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Part Time Job, Full-Time Artist: Rethinking the Creative Career

Amy Ng blogs at Pikaland, a popular stop for illustration lovers, students and artists who are looking for answers on how to find a balance between art, creativity and commerce.



Two years ago while I was attending a conference on children’s books in Singapore, I sat in on a panel that consisted of two writers and an illustrator. The one-hour long talk was about their journey and experience, and how they got to where they were, career-wise. When the Q+A session rolled about, I knew what I wanted to ask – it was at the back of my mind when I saw the slides of their journey and creative processes. It slid off my tongue: “How do you guys earn enough to do this for a living, since you only produce about 2 books a year?” 

The room buzzed a little, and murmurs could be heard. It turns out it might be a little sensitive – this topic about money. But I had asked in earnest, because their achievements were not to be scoffed at. However, it didn’t add up, because we all know how long it takes a book to get published. And was there a secret to holding out for a paycheque to cash out in the meantime? It wasn’t meant to put anyone down – I was just really, really curious.

Their answer? Both of them had part-time jobs unrelated to writing/illustrating. They were frank: they couldn’t possibly live off from their books (not at the moment anyway). They told the crowd that having a part-time job freed them of the pressures of having to rely on their books financially – which would ruin their experience of writing/illustrating one. 

It made a lot of sense. And I was thrilled that they didn’t sugarcoat the experience. They told the practical side of a story that not many people care to hear about. Maybe it ruins the perfect illusion – one that spreads the idea that artists are supposed to come out the other end, triumphant after years of struggling alone, working hard on their craft. Although some might find it a silly or even inappropriate question to ask (It’s too personal! No one wants to hear the negative stuff!), I felt it was important. And it’s a pity no one talks about it more within the creative field. 

Beyond the encouraging (and yet irritating) shouts of “Work harder!”, “You’re not doing enough!” and “You need to get out there more!” that’s ringing in the ears of every artists who has tried, failed and tried again, harder; it can mean so much. It means that the idea of an artist, sitting behind their desk, deep in the flow of creating work with no other obligations (financial or otherwise) besides their 100% focus on their art, might be a reality that’s not in line with what a lot of artists are facing. 

Yes, there is a percentage of artists who are able to do it full time, but they add a whole lot of other things to their repertoire too – some teach, some freelance on the side, and others pick up part-time jobs to substitute their income. Besides art patronage (which is harder to come by these days), there’s another way; one that’s not talked about more:  sponsorship. This article – “Sponsored” by my husband: Why it’s a problem that writers never talk about where their money comes from – is a really great article about how artists are doing a disservice to others by not being honest about how they got to where they are. Replace “writer” with “artist” in the article and there’s not much difference – we’ve all gotten help along the way. The question is how much? Was it through your own efforts, or by someone else? No one really talks about where their money comes from (or maybe there’s not enough frank conversations around it to begin with in the first place). 

Some might not need to make money from their art – for some, the love of process is enough. But for many, the financial lift from selling their work isn’t just about making a living. It’s a sign that they’re doing what they love – and are being loved by others as well. Call it validation. Or maybe the fact that it could signal the beginning of a viable business (and no, it’s not a bad word). It’s a value system that rings higher than just dollars and cents.

Taking on another job – part-time or otherwise, doesn’t mean that you’ve hung up your artist hat for good. It just means that you’re being pragmatic and realistic. Money pays the bills and keeps the light on. It keeps your fingers warm enough to move when the temperature outside is freezing. It keeps you from hunger and pain, and it buys you supplies needed for you to work your magic. Above all, having a bit of money ensures that your basic needs are met, so that you can focus on creating great things.

Taking on another job – part-time or otherwise – is also a great way to add another dimension to your work, particularly if you have interests that run outside of art that you can capitalise on. Or perhaps you’re merely taking on extra work to fill the the gaps financially, and are not really into whatever it is you’re doing to help pay the bills. That’s fine too. Whatever works for you. Just remember: if you start to have a strong, adverse reaction to work outside of your creative interests, perhaps it’s time to take a step back and re-evaluate the impact it will have on your art. 

It’s a fine line to tread. You don’t want to be too comfortable that you neglect your art, but you want to earn enough so that you can take the edge off from financial burdens. So what’s the best way to go about it? Pick something that you’re good at. Something that you can do quicker, or better than others. Do something that comes second nature to you (and I’m not talking about lying back on the couch going over Games of Thrones).

I know a few people (myself included) who look for avenues where they can separate their emotions from work. In other words, they are able to distinguish and remove themselves emotionally while completing the task at hand. For example, if you’re a designer during the day, you’ll be using up a lot of creative energy – which makes it a bit harder to squeeze out creative juice for your own personal projects come night-time. The goal is to find that sweet spot between your interests and also what you’re good at – which you might find has no relation to art at all. I’ve known artists who are also accomplished accountants, gardeners and even magazine writers (yours truly).

So throw out the outdated notion of being a starving artist. Keep your hands busy and get out there while you scale your creative heights. Find a job if you have to – so you won’t have to sacrifice your artistic integrity or worry about things like being too hungry to think properly or if you’re struggling to stay afloat under the constant pressure of being evicted from your home. You’ll be able to stay true to your voice and your goals, and enjoy the artistic freedom it offers you.

One caveat though: don’t let the need or want for stability rob you of your passion in the first place. 

It’s a fine line to tread, but that’s a whole different subject altogether.

[Illustration: Jean Jullien]

Posted by Amy Ng on 07/31/15 under artists,business,freelance
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Polish Illustrator Nikola Kucharska

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Nikola Kucharska Website >>

Posted by Thomas James on 07/31/15 under artists,black and white
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Pick of the Week for NATURE and This Week’s Topic


Happy Illustration Friday, fellow creators!

We’re ready to announce this week’s topic, but first please enjoy the wonderful illustration above by Jessica Roux, our Pick of the Week for last week’s topic of NATURE (you can get a print here). Thanks to everyone who participated with drawings, paintings, sculptures, and more. We love seeing it all!

You can see a gallery of ALL the entries here.

And of course, you can now participate in this week’s topic:


Here’s how:

Step 1: Illustrate your interpretation of the current week’s topic (always viewable on the homepage).

Step 2: Post your image onto your blog / flickr / facebook, etc.

Step 3: Come back to Illustration Friday and submit your illustration (see big “Submit your illustration” button on the homepage).

Step 4: Your illustration will then be added to the public Gallery where it will be viewable along with everyone else’s from the IF community!

Also be sure to follow us on Facebook and Twitter and subscribe to our weekly email newsletter to keep up with our exciting community updates!


Posted by Thomas James on 07/31/15 under artists,collage,editorial submissions,illustration,weekly topics
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Comics Illustrator of the Week :: Phil Noto

















Quietly, one of the best current super-hero series being published is Nathan Edmondson & Phil Noto’s run on Black Widow. I first noticed Noto’s work on Marvel’s Uncanny X-Force, a few years back. His work brings a nice combination of fine art & design aesthetics to mainstream comic books. One of Noto’s earliest and most frequent collaborators was writing team extraordinaire Justin Gray and Jimmy Palmiotti; starting off with a number of issues on their classic Jonah Hex run in the mid-2000’s, then projects like Superman/Supergirl: Maelstrom and Trigger Girl 6 for Image’s Creator-Owned series.

Phil Noto and writer Gerry Duggan received an Eisner award nomination in 2011 for their original comic series The Infinite Horizon, which tells a post-apocalyptic war story inspired by Homer’s Odyssey.

Phil Noto has worked for Disney Animation, as well as a concept artist for video games, including the mega-hit BioShock. Noto continues to be one of the most sought after cover artists in comics. He recently created a series of classic magazine inspired covers for Marvel.

You can follow the latest Noto news and see the newest art on his tumblr site here.

For more comics related art, you can follow me on my website – Andy Yates

Posted by Andy Yates on 07/30/15 under artists,comic,illustration,weekly topics
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