My journey into live illustration and musings on the value of physical art and brand experiences
Having been a live events illustrator for four years now, I have some thoughts on how things have changed during this time, and how I see the value of this type of illustration continuing to grow as we move into an increasingly digital age.
Where it all started
I have had the pleasure of working in this way for some amazing brands such as Selfridges, Spotify, Lexus, IKEA & Oldstrom. I started out in 2022 fresh out of University. My friend sent me an instagram story from previously ‘South London Makers Market’ which is now the hugely successful ‘Salad Days Market’. The story said something along the lines of ‘Looking for a portrait artist for our next market’. I was nervous but I replied to it thinking why not and thinking i’d probably get rejected. To my surprise they replied saying they loved my work and that they’d love to have me.
From there, I secured my first ever wedding job, and over the last few years have continued to grow my business into what it is today, noticing the growing popularity of live illustration and the increasing number of brands looking to incorporate it into their events and activations.
Live illustrating at a wedding last year
Why brands are choosing Live Event Illustration
You might be thinking, Eleanor, why would a brand choose to spend their marketing budget on something like this? From the outside, it might look like a fun extra for guests, but the value it brings to a brand isn't always immediately obvious.
Brands are increasingly adding live illustration to brand events, pop-ups and launches as a more personal touch. So much marketing is now done through the phone and via social media that brand activations like this are a novelty and something guests can get excited by. It takes away the transaction element of brand to customer and provides a genuine moment.
I’ve been at many events where guests have been encouraged to stay and mingle, watch me paint and take home their own portrait, where guests might usually have popped in and out. With so many brands competing in the same spaces, something like this that stands out can be a great breakthrough. It also encourages organic content posting and sharing on social media.
Why it’s now a necessity rather than a luxury
Within the last couple of years, I'm sure you've noticed an increase in not only brands, but people in general, resorting back to nostalgic, human made things. Brands like Hermès have dramatically increased their use of illustration within their marketing, and many creators have spoken about the shift within the creative industries and the increased use of artwork that is clearly made by hand. This could be anything from quick sketchbook work and childlike text or handwriting to deliberately out of proportion illustrations.
This is a trend and movement that I think will continue to gain momentum as a counter response to AI imagery, encouraging brands that wouldn't usually commission illustrators to consider the value it can bring. The same goes for live event illustration, which adds a personal touch and a sense of human connection.
As above, I was recently hired by Bookish Besties, a book club and brand that hosts pop ups. I attended their latest pop up and drew guests holding their favourite books. This added another layer of personalisation, incorporating something as personal as someone's favourite book into their portrait.
Something guests will want to keep
One of the most valuable things about live illustration is that it gives something people something to take away with them as a memento of the event and in turn the brand. Guests are increasingly against throwaway brand gifting that is over the top and generally prefer a more personal touch.
IKEA customer illustrations as part of their Open House Day in IKEA Oxford Street
How to hire a live illustrator for your event
So you’re convinced that hiring a live illustrator will be beneficial for your event? Great! A couple key things to keep in mind when reaching out to illustrators and enquiring are;
Have an idea of your guest numbers. This is super helpful in figuring out how many hours of illustration you might need and what size/ style might suit the event best.
Think about the style of illustration you’re looking for. There are many different illustrators who specialise in different styles and are all unique. Make sure you choose an illustrator who aligns with your brand.
Think about how you’d like to incorporate your branding. For brand events, there are lots of ways to make the illustration feel connected to your business. This could be printed paper featuring your logo, location or date of the event.
And finally, get creative! The best activations often come from thinking a little outside the box and finding ways to make the illustration feel unique to your event.