Hawkhurst Heritage Plaque Map, Commissioned by Tunbridge Wells Borough Council
Commissioning a custom watercolour illustration is a wonderful way to bring your brand’s story to life. It’s personal, distinctive, and, in a world of digital overwhelm and AI visuals, refreshingly human. Hand painted illustration invites people in and makes them look closer. It makes your brand feel thoughtful, tactile, and memorable.
If you’re curious about working with an illustrator (maybe even me), this post is here to help demystify the process. Whether you’ve commissioned artwork before or this is completely new to you, I’ll walk you through what’s involved, how I work, and some of the creative ways we can use illustration to elevate your business.
Benefits of using bespoke watercolour illustration for your business
I’ve worked with all sorts of businesses from conservation companies and homeware brands to hotels and creatives, and every one has used illustration in a slightly different way. That is part of the magic.
Differentiate Your Brand with Unique, Handcrafted Visuals:
A custom watercolour illustration helps your brand stand out. The intricate, hand-drawn elements reflect the care and attention that went into creating it, giving your brand an edge over competitors with more generic imagery or photos.
Enhance Storytelling and Emotional Connection:
Watercolour illustrations allow you to visually tell your brand’s story in a more engaging way. Whether it’s an illustrated shopfront, product, or map, these visuals evoke emotion and can communicate values like craftsmanship, tradition, or innovation, helping to build more personal, deeper connections with your audience.
Increase Engagement on Social Media and Marketing Platforms:
Bespoke illustrations stand out in social media or marketing emails. When you use custom artwork in your posts, websites, or newsletters, it grabs the attention of your audience with something unexpected that becomes recognisable. It can also encourage engagement and things like process videos or videos of how you use your illustrations can be a great addition to your brand story.
Personalise Your Brand’s Identity:
Bespoke illustrations are a great way to add a personal touch to your branding. Whether it’s creating a unique, illustrated logo or product design, watercolour illustrations can make your brand feel more intimate and relatable, helping customers feel a genuine connection to your business.
Attract a Broader Audience and Build Trust:
High quality, bespoke illustrations elevate your brand’s image and build trust with your audience. A business that invests in custom artwork signals professionalism, creativity, and attention to detail, attracting clients who value these traits. This is especially important for creative or luxury brands looking to expand their client base.
Strengthen Brand Values Through Thoughtful Storytelling:
Watercolour illustration is a great way to visualise your mission, whether that’s sustainability, heritage, creativity, or care. The process itself mirrors these values: slow, intentional, crafted by hand.
Elevate Your Brand Perception and Pricing Power:
A bespoke watercolour illustration adds a layer of exclusivity and craftsmanship to your brand. Customers who value originality and artistic quality are often willing to pay a premium for products or services that feature tailored artwork, increasing the perceived value of your offerings. Especially if you bring in the option of having personalised elements for them, this is a great idea for events or product launches.
Tea scene for Skye McAlpine Tavola. Part of a series used on postcards in orders, with recipes or styling advice on the reverse.
The Process of Commissioning a Bespoke Watercolour Illustration
Are you curious what it’s like to work with me? Here’s how a commission typically works, step by step. The process is designed to be collaborative, clear, and hopefully a little bit joyful too.
1. Establish an illustration brief
We map out the brief, discussing what you are trying to achieve or what you want to capture. You can bring all the ideas and imagery for me to work from, or I can or it can be a more collaborative approach which is often a wonderful way to marry our expertise together.
It is helpful at this point to have all the information you need to provide. This might be photos, brand colours, maps. Sometimes I will source some, but the more detail I get from you, the more it will be just what you are looking for.
If the project’s simple, we can do this over email, but I usually recommend a short call. It’s much easier (and nicer) to talk it through and make sure we are on the same page.
2. Clarify the Usage for Licensing Illustration
If this is your first time dealing with licensing, don’t worry, I’ll talk you through everything.
We clarify where, how and what you’re going to use the illustration(s) to establish the licence requirements. Licensing can sound intimidating or confusing if you haven’t come across it before but it’s quite simple.
When you commission an artwork you are buying a licence to use it, not the work itself. So defining the usage is important to establish a fee. I will need to know:
Territory - Where the artwork is going to be used e.g. Worldwide / UK / Europe / USA
Duration - How long do you need it for e.g. 1 year / 2 years / 5 years
Usage - Where will it be used e.g. website and social media marketing / printed magazine / on a product
Client - Who will be using it e.g. small business / publication
Licensing Example
If you commission an illustration for an internal document that only your 50 staff will see and is only going to be used for one year. This is a very different scenario to commissioning an illustration that will be part of a global marketing campaign for a large multinational company which will run for 10 years.
You can understand that the impact, reach and value of the latter is far greater and therefore the fee is calculated accordingly.
Sometimes it is not until we discuss licensing the watercolour illustration that you will start to consider more carefully where and how the illustration will be used. It can be difficult if you haven’t actually decided yet, but it is always possible to revisit, extend or add to the licence for an additional fee to reflect the requirements.
3. Agree a Fee for the Illustration
Based on the illustration brief and the licensing requirements, we discuss and agree a fee. There might be some negotiation here and with bespoke illustrations it is possible to adjust the brief slightly to fit a budget (e.g. level of detail, size, licensing usage or duration).
At this point it is also important to agree an outline schedule for the project as this can affect the fee. This illustration timeline can be anything from a couple of weeks to months or even up to a year.
I will always try to work back from the completion date you have in mind and break down how the time is best spent, allowing time for feedback and comments to be incorporated into the illustration piece.
I usually allow two rounds of comments in this process, but this depends on the project, timeline and fee and will be discussed to suit your commission. It doesn't usually include site visits or meetings, unless the project requires it and that will be factored into the costs and timeline.
4. Commissioner Agreement
A commissioner agreement or contract is put together. This is a document that will clarify the agreed brief, licence, fee and outline schedule for the bespoke illustration. Both parties will sign this prior to any work commencing.
5. The Initial Sketch illustration
Now we can get started on the best part - creating your bespoke watercolour illustration!
Initial composition sketch for an editorial illustration for Country Homes & Interiors magazine, responding to the words of Donna Ashworth in her essay and poem about summer.
First I will sketch out a draft, or this might be a couple of draft sketches, depending on what has been agreed. This will be a fairly rough sketch to get the composition right. (If it is a simple project I may not need to create this rough sketch and can start from the more detailed sketch stage instead)
6. The Detailed Sketch
Once the initial sketch is approved, I will move on to creating a more detailed sketch.
This will be the final sketch of the finished piece, so it is a critical stage. Once I add ink and watercolour it is much harder to make changes, so working the sketch up in more detail gives you a good draft version of the final illustration.
If there are any comments, I will update the sketch and send it back for approval prior to the next stage commencing. It is important that this phase is signed off before proceeding.
Final sketch illustration for Skye McAlpine Tavola
7. Bringing it to Life with Ink Watercolour
I draw the design out, over the approved pencil marks with a fine line black ink, picking out more of the detail as I go. Once drawn, I rub out the pencil marks, so only the thin ink lines remain, ready for colour.
Next I layer up colour and tone to bring your watercolour illustration to life. This part is my favourite and it’s wonderful to see a piece coming to life. I continue adding depth and colour until I am happy with the outcome and ready to send it to you for final approval.
Detailed sketch drawing process of Hawkhurst Heritage Plaque Map, Commissioned by Tunbridge Wells Borough Council
Hawkhurst Heritage Plaque Map, Commissioned by Tunbridge Wells Borough Council
8. Digitise the Watercolour Illustration
I scan the illustration at high resolution and tweak the file to look just like the original. You'll receive high-resolution digital files ready for both print and screen use. If you’re not sure what formats you need, I am happy to help you decide.
If you have any print requirements or have requested the original illustration, this would be picked up here too.
The Newman Hotel Facade, commissioned prior to opening as a softer, illustrative visual representation of the hotel, rather than the marketing CGI
9. Issue the Invoice
Once the final file has been sent I issue my invoice via email for payment. Then you pay it wonderfully promptly and I am grateful for you doing so!
10. Illustrations out in the Wild
Now you have your beautiful bespoke watercolour illustrations to use and are delighted by all the compliments from people enjoying these.
I will send a final email with a form to collect some feedback from you, which is incredibly helpful to move my business and processes forward.
Watercolour illustrated walk map of Ticehurst walking route, commissioned by The Bell, Ticehurst.
It is important to note that your bespoke watercolour illustration does not include:
Full copyright of artwork!
Licence to do anything with the artwork other than what has been agreed and signed.
Amendments and comments beyond those agreement (but these can be added in for an additional fee)
Digitally created artwork. The beauty of my work is that everything I create is carefully crafted by hand.
Site visits or site meetings are not included, unless pre-discussed and built into the agreement.
Original artwork. Usually I keep hold of this, unless otherwise agreed (it is often that it is not required by a business, but sometimes you might want the original to frame for yourself or a premises, which is absolutely fine, just to be pre-agreed)
Kitchen dresser illustration for Skye McAlpine Tavola
Using your Bespoke Watercolour Illustrations (Let’s Make Your Illustration Work Even Harder)
There are so many exciting ways illustration can surprise and delight your audience, often far beyond the original brief. From seasonal campaigns and client gifts to menus, packaging, or postcards, your artwork can be repurposed and reused to add consistency and delight across your brand.
I’ve written a whole post with ideas to get your wheels turning: 10 Creative Ways Watercolour Illustration Can Add Personality to Your Business (outlined below). We can also talk through how to make the most of your illustration when we work together.
Custom Watercolour Illustrated Postcards & Greetings Cards
Watercolour Illustrated Marketing Material to Make Your Brand Touch Points Sing
Watercolour Maps to Put Your Business on The Map
Watercolour Illustration for Exceptional Client Gifting
Bespoke Watercolour Illustrated Seasonal Greetings Cards
Illustrated Business Cards to Delight Your Customers
Handwritten Illustrated Menus to Enchant Diners and Tell Your Story
Handwritten Watercolour Illustrated Invitations
Live Illustration to Capture Events and Celebrations
Watercolour Workshops to create a unique experience for your clients or customers
Bespoke watercolour editorial illustration for Country Homes & Interiors magazine
Commission your illustration
Hopefully now you're feeling inspired and if you would love to explore how illustration could bring your brand story to life, I’d love to hear from you.
Whether you have a clear idea or just a sense that illustration could add something special, get in touch and let’s talk about it. I’ll help guide you through the process, every step of the way.
You can email me here or use the contact form below. I am looking forward to hear more about your project and ideas.
Charlotte Street Hotel, London