CONTENTS
Emma Caswell: A bit about me
Practice: Inspiration Projects: Pre-Major Project Major Project - D&AD We Transfer - AOI Ghost Stories - YCN Yorkshire Tea - Perfect, Nicola Davies - Macmillan Prize 2015 - Self Initiated External Projects - Art On The Bus - Young Enterprise Online Presence: - Twitter, Instagram, LinkedIn, Pinterest, Personal Website - Website - Design Juices Feature Professionalism: - Networking - Self Promotion - Finance, Business and Legal Matters What’s Next?
Emma Caswell: A bit about me
Emma Caswell, illustrator and visual storyteller, studied Illustration at the Arts University Bournemouth, U.K. Emma is inspired by her daily life experiences and reflects on these through metaphorical and emotional illustrations. She enjoys exploring stories using word and imagery to evoke multiple interpretations of her experiences. In 2014, Emma began a Young Enterprise start-up business called ‘L-E’ with fellow student, Laura Schofield and was awarded Business of The Year 2014 for the south of England, and was shortlisted for the national awards.
Throughout level 6 I have become increasingly aware about where my work lies within contemporary illustration practice. I have spent a lot of time considering the direction of my work, the context of my work and ultimately how to become a successful illustrator.
I began level 6 with confidence that my area of illustration was surrounding narrative work. After writing and illustrating two books, I felt that this was the direction I wanted to pursue. However, after the pre-major project, I was beginning to exhaust my enthusiasm for this work, and I wanted to explore how I could use my skills within a live brief discipline. I therefore chose to focus my major project on a variety of smaller briefs, predominantly entering various competitions that I felt confident and excited to pursue. I also wanted to use this opportunity to prepare myself for the realistic timescales within illustration practice. ‘One of the key things you need to be able to do by the time you graduate is think for yourself.’ (Rees, 2008)
Throughout the BA Illustration course, I believe that I have grown in confidence, independence and have become prepared for entering the ‘real world.’
INSPIRATION
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Having spent the majority of my life living near to the sea, I have found that one of the inspirations for my work is my surroundings. Living in Bournemouth has provided me with easy access to the sea, the town and the not-so far away New Forest. I have found that as an illustrator, it is essential to be able to self motivate and inspire your work from your local area, as it is not easy, or financially possible to travel across the world to inspire your latest work. In addition to this, I spend time researching other illustrators and art practitioners to develop my understanding of illustration and to inspire new ideas. Attending exhibitions, events and discussions help me to understand new ways of thinking. I often find that constructive criticism from peers and tutors help me to develop my ideas and take consideration into how my work is placed within contemporary illustration.
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1. Bournemouth Beach, Emma Caswell 2. Offshore, Emma Caswell 3. St. Catherines, Emma Caswell 4. Catherines Hill, Emma Caswell
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5. A Thousand Splendid Suns, Khaled Hosseini 6. The Kite Runner, Khaled Hosseini 7. Laura Carlin, Laura Carlin 8. Laura Carlin 2, Laura Carlin 9. A walk in London, Salvatore Rubbino 10. A walk in New York, Salvatore Rubbino
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PROJECTS
PRE - MAJOR PROJECT Adventures In Lapland
For this project I wanted to focus on developing my skills as a narrative illustrator. I had previously visited Lapland in December 2013 and became inspired by the surroundings, ultimately leading me to write a short story with a series of illustrations to show the reader the magic of Lapland.
At this stage of level 6 I found that I was feeling pressurised to confine to the more digital age of illustration after seeing new work from events such as ‘Pick Me Up.’ At this time I wanted to experiment with how I could use my digital skills to create new and exciting illustrations. Although I was happy with the overall artwork I had created, on reflection I feel that I should have kept to my usual way of working, as this would have created more thought-provoking and emotive illustrations.
MAJOR PROJECT
The major project was the last long-period opportunity for me to develop my portfolio and to prepare myself for the professional world as an Illustrator. I found from research in previous months that it would be difficult to become a book illustrator straight away. There is the possibility that I could self-publish my own work, however this can be extremely time consuming and difficult when trying to manage distribution, advertising and finances all at the same time. The other option would be to get an agent, however with my lack of experience in the illustration world this is also unlikely. Therefore, I wanted to take a different approach with my narrative skills and enter a variety of competitions that would help me to diversify my portfolio.
COMPETITIONS
D&AD NEW BLOOD: WE TRANSFER
This project started off slowly, the brief was to create a ‘self portrait of yourself in ten years time.’ This could be in any context and did not have be a ‘portrait.’
In the beginning I found that my work was too ‘positive,’ it was all about how I wanted to be and was highly unrealistic. I wanted to add humour into my submission and so I decided to focus more on the likely situations, and the unlucky possibilities that could occur. I feel that the words and imagery compliment each other and make the work humorous, however I could have spent more time developing the illustrations to a higher standard. Though I have found that I often ‘over-work’ things and the work becomes characterless with less spontaneity.
AOI GHOST STORIES
This brief was to create 3 illustrations and a front cover that captured one moment from each of the three stories. I wanted to create a series of dark illustrations that reflected the tone of the narrative and enabled the reader to reflect on the situations. I feel that the artwork was successful in delivering the brief the illustrations work well as a series. More thought could have been applied to the composition and the choice of scene, as I mainly focused on the key paragraphs within each story. A different perspective could have been more effective.
YCN - YORKSHIRE TEA
This brief was to help the brand attract a younger audience to their tea, emphasising their tagline of a ‘proper brew.’ My focus within this brief was to highlight the relaxed nature of younger drinkers. However, I have realised that there are many illustrations of tea and cake, and consideration into other ideas could have benefitted my submission.
NICOLA DAVIES - ‘PERFECT’
For this brief, Nicola was looking for illustration that was emotive and sensitive to the story without being too literal. She wanted the book to appeal to all age groups with a sense of space and surroundings. (Davies, 2015) I spent a lot of my time at the start drawing swifts, because they are symbolic within the narrative and would be essential in the spreads. Once again I found myself pressurised to find my own ‘style’ and continued to work in a digital format with some hand drawn features.
Final Submissions
FEEDBACK
‘There were many things about this submission that I loved. […] You captured the glowing translucence of Summer evenings beautifully. The cutout birds are beautiful and the body language of the character very nice. But the blank face doesn’t work so well for this story, and the decision to show the soles of his feet on the ‘ I didn’t want to hold her...’ was interesting but doesn’t work. [...]The house and the trees and shadows, are beautiful although need to be more overtly urban for this story.’ (Davies cited in Beeden, 2015)
At this stage in the major project, Nicola’s honest feedback became a ‘eureka’ moment, where I finally realised that I needed to have more confidence in my work and to stop feeling pressured into the current trends. I agree that the blank face on the character doesn’t show the true emotion of the story and that this was crucial to emphasise the tone of the book. In response to Nicola’s feedback I chose to illustrate a different spread in my storyboard. I wanted to show the birds arriving in this scene to emphasise the distance between him and his sister and to create a feeling of abandonment, but when the swifts begin to arrive, he feels comforted.
MACMILLAN PRIZE 2015
At this later stage in the major project I was motivated to start creating some self initiated illustrations for a book idea in response to the brief. I found that after working closely to live briefs, this project enabled me some ‘breathing space’ to enjoy creating something new. It was at this stage in the project where I began to realise that although I still enjoyed creating narrative work, there were more possibilities for my work, and that pattern was featuring in a lot of the spreads. This led me to create a series of self-initiated work focusing on pattern design.
SELF INITIATED
Whilst working on live briefs throughout the project I wanted to work on some self initiated work that would diversify my portfolio and encourage myself to ‘self-motivate’. This will be essential after graduation to continue developing my work whilst I look for work as a freelance illustrator.
EXTERNAL PROJECTS
ART ON THE BUS
In addition to paid work experience, I have also taken part in many community projects including the ‘Art on The Bus’ project which was released to the public at the end of March with a touring bus of local artists’ work and an exhibition in May.
My work displayed on the bus, alongside 5 other artist’s from Bournemouth.
YOUNG ENTERPRISE: 2013 - 2014
In 2013, a fellow student and myself entered the Young Enterprise Start-Up programme, where we were given help and advice as we built our business. In 2014 we won South England ‘Business of the year 2014’ for Young Enterprise, and became national finalists. This opportunity opened my eyes to the business world, not only in illustration but also marketing, financing and networking. This opportunity has provided me the strong, transferable skills that I will need to become a successful practitioner.
“Laura and Emma used their learning in art and design to promote a very personal and creative vision of their company. We expect great things from them as they go into their third year in September.� (Hayton cited in AUB, 2014)
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This Deed of Association of Partner’s is signed at ARTS UNIVERSITY BOURNEMOUTH on 28 November 2013 by and between the following person’s having been mutually agreed to become Partners upon following terms and conditions:1-
Laura Suzanne Elizabeth Schofield 22 Ranscombe Close
Emma Marie Caswell and
24 Petersfield Road
Brixham
Bournemouth
Devon
Dorset
Tq5 9UR
BH7 6QJ th
th
D.O.B. 18 August 1993
D.O.B. 25 December 1992
1.
COMPANY NAME: The name of the Partnership shall be “L-E”
2.
BUSINESS AND PLACE: That the Partnership business shall be to set up, establish, organize, manage and operate the lawful business activities for profit including but not limited to the following:
a)
To carry on and undertake the business of producing and selling one of a kind gift items
b)
To borrow or raise funds by means of loans or other legal arrangement from the banks and approved financial institutions in all legal forms for the purposes of partnership business.
c)
Any other business that may be deemed appropriate by the partners from time to time.
And to carry all other businesses, activities, operations etc. connected to or incidental with the businesses above mentioned. And shall be carried on at Business Address or at such other place(s) as all the Partners my from time to time agree upon. 3.
TERM: The term of Partnership shall be at will.
4.
CAPITAL: The capital of the Partnership shall be provided by and belong to the Partners in the following share:(1)
Laura Suzanne Elizabeth Schofield
50 %
(2)
Emma Marie Caswell
50 %
The above ratio / percentage shall be the ownership, control, responsibility and liability sharing. 5.
PROFIT AND LOSSES: The profit and losses of the Partnership (including the loss of capital) shall be divided between and borne by the Partners in fair proportions / percentages that are solely
dependent upon workload and hours contributed to L-E. Wages will be allocated on an hourly basis. 6.
DRAWING BOOKS OF ACCOUNTS: All necessary and proper books of accounts shall be kept properly posted up and shall not be removed from the place of business without the consent of the
Partners and each partner shall have access to and shall be entitled to take copies of and extracts from such accounts books. 7.
ANNUAL ACCOUNTS: within three months from the end financial year, during the continuance of the Partnership, an account shall be taken of all capital assets and liabilities and of profits and
losses of the Partnership in accordance with the Generally Accepted Accounting Principles, which account shall be signed by all Partners. Such account when signed shall be binding on all partners unless there is some manifest error. 8.
DUTIES OF PARTNERS: Partners shall jointly conduct the business of the partnership.
Titles and duties of each Partner include: LAURA SCHOFIELD as: - Company Lead - Administration - Finance - Human Resources
EMMA CASWELL as: - Operations - Marketing - Sales - Information Technology
In the event of a disagreement or dispute between the Partners shall be settled in accordance with the provisions of paragraph14. Where a Partner wishes to resign from her duties, he must give at least 3 months notice in advance to the other Partner. 9.
RULES GOVERNNING ANY FINANCIAL ASSISTANCE OTHER THAN EQUITY: the partnership may enter into any financial assistance / financing from banks or DFI etc with the mutual consents
of all Partner(s). The partners jointly, shall have the authority to sign all documents necessary for the purpose of above financial assistance / financing including but not limited to agreements, deeds, letters of hypothecation, charge, promissory notes etc. Also, Partner(s) may also be required to inject financial assistance by way of short / long-term liquidity support, which will be done in proportion to the profit share agreed in paragraph for above. Any such financial assistance made by Partners shall be repaid, prorate split in proportion to the amount o financial assistance extended by each partner(s), as priority to drawings by other Partners excluding salaries paid to Executive partners(s), if any. 10.
DECISION-MAKING: While making decisions on various aspects, consensus of all the above mentioned Partners should be obtained, however in case of difference of opinion, the matter may be
decided with a mutually agreed mediator. 11.
LIMITES OF AUTHORITY AND AUTHORIZED SIGNATURES: The day-to-day business of this partnership shall be run by the majority decision of the partner’s. However, the bank accounts shall
be opened, managed and operated by any two partner’s jointly who have been specifically authorized in this respect by the association partner’s that is L-E. 12.
RULES TO BE FOLLOWED IN CASE OF RETIREMENT, RESIGNATION, DEATH AND ADMISSION OF A PARTNER: The partnership shall not be dissolved upon retirement, resignation or
admission of a new Partner(s). In such eventualities, Partnership shall be deemed to constitute the remaining Partner(s) only if the majority of remaining Partner(s) so opt in writing and file the requisite addendum before the Register of Firms. Thereafter, the resigning / retiring partner(s) shall no more be and, in case of admission, the partner(s) so admitted shall become the Partner(s). 13.
In case of death of a partner(s) or in case he becomes permanently disabled from performance of her duties on account of any physical or mental disability, the Partnership shall stand dissolved.
However, the remaining Partners after rendering complete accounts to the legal heirs and after settling the account of the deceased Partner in favour of her legal heirs fully and finally may if they so desire, enter into a new deed. The deceased Partner(s) shall have no right whatsoever in the new business. The Partners hereby bound themselves and their legal heirs accordingly. Settlement of account of the deceased partner(s) in favour of her legal heir(s) shall be made as soon as possible but no later than six months from the closer of the financial year in which the Partner(s) dies. 14.
SETTLING OF DISPUTES IF ANY AMONG PARTNERS: i.e. whether or not an arbitrator is to be appointed. Disputes shall first be settled amongst the Partners themselves who must all
unanimously agree on a resolution. In case of deadlock the dispute shall be referred to arbitration in accordance with the law by a sole arbitrator to be appointed by consensus of Partners. 15.
All notices required to be given to either Partner(s) hereunder shall be duly served if deposited, addressed to such Partner(s), at the office of the Partnership, or if sent by TCS and / or registered
post to their addresses aforementioned. 16.
Any other matter for which no provision is made in this Partnership Deed shall be decided mutually by the Partner(s), however, efforts shall be made to make the matter consistent with this Deed
and the provisions of Partnership Act, 1932. 17. BRAND AND LOGO RIGHTS: L-E brand name and website(s) is equally owned by both Partners. However Logo design is copyrighted to Laura Suzanne Elizabeth Schofield as design was solely original and her own work, therefore all rights are reserved and can only be re-used through authorisation of Laura Suzanne Elizabeth Schofield only. The Partnership shall not be responsible for any past, present or future personal encumbrances and liabilities of any of the Partner(s). In witness whereof the parties hereto have set their hands to this Deed the day, month, and year first mentioned. Signed By: Witness:-
Partner One:-
Partner Two:-
Print Name: ________________________
Print Name: ________________________
Print Name: ________________________
Signed:
________________________
Signed:
________________________
Signed:
________________________
Address:
________________________
Address:
________________________
Address:
________________________
________________________
________________________
________________________
________________________
________________________
________________________
ONLINE PRESENCE TWITTER
WWW.EMMACASWELL.COM
‘Websites are the number one innovation in self promotion’ (Rees, 2008)
WEBSITE
Having a website and an online presence has helped me to develop my online portfolio, it has become a great tool as an online portfolio, and has developed my presence as an Illustrator. Having a website that looks great is only worthwhile if traffic is being sent to your site. Effective marketing will help to send people to your site, but it is also important that new people see your site. Adding links to your website and using social media regularly will help to build your website’s traffic. Good hosting is also essential to support higher traffic amounts.
DESIGN JUICES FEATURE
In December 2014 i was approached by Jared Thompson of Design Juices to be featured on their site: www.designjuices.co.uk. This gave me great coverage on their site and has helped me to get noticed on social media and through my personal website.
NETWORKING
Networking is essential for building new contacts and getting yourself known. Attending various networking events has enabled me to develop a database of contacts and has boosted my confidence when meeting new people and potential employers.
‘Networking is (...) an ongoing process, so make the most of every opportunity that comes your way.’ (Taylor, 2012)
AUB ILLUSTRATION SYMPOSIUM EVENT (LEFT)
In 2014 AUB hosted the Varoom Interpretation symposium. Myself and other students were responsible for the two-day event ensuring that events ran smoothly and efficiently also enabling me to network with creative professionals.
MEETDRAW: THE STUDENT TAKEOVER (RIGHT)
PORTFOLIO & SELF PROMOTION
Having a good portfolio that represents you and your work in the best way is important; it should show your ‘unique selling point’ to its best advantage. (Rees, 2008) Tailoring a portfolio for different clients will give them an idea of what they can expect from you for a specific job or commission. Getting people to see your portfolio is the most important part of getting work. I have created a set of business cards with a few different designs and a selection of postcards to send to prospective clients. I am currently in the process of building a client database. These promotional materials will become my marketing device. After the major project I will develop illustrations that could be used as spreads in women’s magazines or for women’s fashion items. I am aware that my work is crossing between narrative and product based illustration. So I have looked at potential clients to suit both of these demands.
FINANCE, BUSINESS AND LEGAL MATTERS
Becoming a freelance illustrator involves being able to look after your own finances, issuing contracts, and ensuring that your copyright is protected. Keeping track of all paperwork is essential to ensure that copyright licenses are not breached, and if they are, you have proof of the agreed license and can invoice the client appropriately.
‘Fees for illustration vary according to the use to which the image is to be put.’ (Stern, 2008) These fees are negotiated between the client and the illustrator. It is important to be confident in your price and to not underprice yourself. If you are unsure of what to charge a client, it is acceptable to request time to consider your fees. Becoming a member of the AOI can be helpful as they are extremely supportive for financial and legal information.
WHAT’S NEXT?
Once I have graduated, I will continue to keep myself motivated by producing self initiated work and updating my website regularly. I will continue to network and send out promotional material to people within the industry. I will actively seek employment and continue to develop my portfolio.
‘Knock yourself out and try to see people from all the various sectors - you might just strike lucky.’ (Rees, 2008)
BIBLIOGRAPHY
AUB. (2014). BA Illustration students make the Young Enterprise national finals. [Online]. Available from: http://aub.ac.uk/news/industry-news/ba-illustration-students-young-enterprise-national-finals/ [Accessed 2 April 2015] Beeden, S. (sbeeden@aub.ac.uk). 9 April 2015. ‘Perfect’ Feedback. Email to E. Caswell. (3246673@live.aub.ac.uk) Rees, D. (2008). How to be an illustrator. London: Laurence King.
Stern, S. (2008) The Illustrators Guide to Law and Business Practice. London: The Association Of Illustrators. Taylor, F. (2012). How to Create a Portfolio & Get Hired. London: Laurence King. 1. Bournemouth Beach. Caswell, E. Bournemouth Beach. (2011) 2. Offshore. Caswell, E. Offshore. (2011)
3. St Catherine’s. Caswell, E. St.Catherine’s. (2011)
4. Catherine’s Hill. Caswell, E. Catherine’s Hill. (2011)
FIGURES [INSPIRATION CHAPTER]
7. Laura Carlin. Carlin, L. Laura Carlin. (2011). [online image]. Available from: http://www. itsnicethat.com/articles/laura-carlin [Accessed 15 April 2015] 8. Laura Carlin 2. Carlin, L. Laura Carlin 2. (2013). [online image]. Available from: http:// dropletsofink.org/?p=1038 [Accessed 21 March 2015]
9. A Walk in London. Rubbino, S. A Walk in London. (2012). [online image]. Available from: http://www.picturebookparty.co.uk/2012/04/a-walk-with-salvatore-rubbino_3.html#.VT3_vKaRM6o [Accessed 2 April 2015]
5. A Thousand Splendid Suns. Hosseini, K. A Thousand Splendid Suns. (2010). [online image]. Available 10. A Walk in New York. from: https://somethingbooky.wordpress.com/tag/a-thousand-splendid- Rubbino, S. A Walk in New York. (2009). [online image]. Available from: suns/ [Accessed 10 April 2015] http://www.walker.co.uk/A-Walk-in-New-York-9781406306149.aspx [Accessed 13 April 2015] 6. The Kite Runner. Hosseini, K. The Kite Runner. (2014). [online image]. Available from: http:// thebookmusings.com/2014/10/06/the-kite-runner-by-khaled-hosseini/ [Accessed 10 April 2015]