Commercial illustration today is not just about creating beautiful images, but a strategic tool that helps brands build communication and engage their audience, writes WomanEL. Artists working in this field become not only creators of visual content, but also part of marketing processes. How to find a balance between creativity and commerce, maintain your own style and at the same time meet market demands – this is what illustrator and lecturer Lilit Sarkisyan tells about.
What was your key motivation for creating the Commercial Illustration workshop? Did you see any gaps in education that needed to be filled?
I have been working in commercial illustration for many years and I see how much this direction differs from classical art education. The traditional education system prepares artists, but does not teach them to work in a real business environment, communicate with clients, understand the market and create commercially effective projects. I have been working with thousands of artists for 5 years as the founder of the ART ADDICTED educational platform, and I know that 90% cannot realize themselves and earn money because they lack knowledge, and that is why all my programs provide not only drawing skills, but also an understanding of how to integrate art into a brand and receive real orders, that is, a business approach.
Your approach can be compared to business education for creatives. Why is this format relevant today?
I call it a kind of “MBA for artists.” The times when an artist could simply create art and not think about monetizing it are gone (and were there ever such times?). Today, the market needs professionals who understand not only composition and color, but also marketing, communications, and brand management. My practicum helps illustrators learn to work in a real market and build a career, rather than just waiting for random orders.
What are the main skills participants will gain during the workshop? Is it more about creativity, or is it still about the business side of the profession?
This is a symbiosis of creativity and business skills. Participants will learn to analyze a brand and its demand, create concepts that work not only visually, but also strategically. We analyze how to properly present yourself, how to effectively communicate with a client, how to build a project structure so that it is commercially successful. And, importantly, how to determine the fair value of your work and avoid typical mistakes in cooperation with brands. And of course, we draw, digitize works, create layouts and prepare them for printing.
One of the main features is the collaboration with the ZARINA brand. What does this mean for the participants?
This is a unique opportunity not just to practice, but to work on a real commercial project with a well-known brand. Participants will develop illustrations that have the potential to be used in ZARINA communications – in advertising, store design or social networks. This is a real chance to try yourself in a professional environment and experience how commercial illustration works in action.
Will any of them have the opportunity to continue working with the brand after completing the course?
The best project, as chosen by the jewelry brand, will receive real implementation in ZARINA communications, and its author will receive a fee. This is an opportunity to immediately receive work that will be used in a large campaign.
Will participants have the opportunity to receive feedback from you personally? How important is it for an artist to receive feedback in the development process?
Yes, this is one of the key parts of the workshop. We analyze the works in detail, consider strengths and areas for improvement. Feedback is what helps to grow. It is very important not only to create an illustration, but also to understand how it is perceived by the viewer, client, brand. Therefore, we will not just draw, but analyze and improve the works.
What advice would you give to those who are hesitant about going into commercial illustration? What opportunities does it open up that artists don't usually think about?
Commercial illustration is not about compromise, but about the ability to scale your talent. Many artists think that they either make art “for themselves” or are forced to adapt to the market. But modern commercial illustration is more about synergy. It opens up access to large projects, collaborations with brands, the opportunity to work internationally. And most importantly, it gives you the freedom to make a living from your art without sacrificing your style or voice.
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