Industry Issue

Artists’ Impressions

Greeting card publishers would be nothing without the creative talents of the artists, designers, illustrators and photographers who provide the images that grace their collections. But in turn of course, greeting card publishers provide incredible opportunities for those in the artistic community to share their creative ideas.

Following on from last month’s edition, PG tapped into the Creative Card Collective - the new online membership hub for creatives - to take a reading from another clutch of its members as to their views on whether they are given the welcome, respect and rewards they deserve in the greeting card industry.

Top: A photographic design by Bev Cunningham, founder of Ginger Bee Studios and co-founder of Creative Card Collective. Above: (right) Hannah Curtis, founder of Creative Sparrow and Bev Cunningham, founder of Ginger Bee Studios have cofounded Creative Card Collective as a ‘home’ for creatives in the greeting card industry.

Anoushka Lynd, photographer and founder of Orange Fig

The welcome: “I knew nothing of the greeting card industry 12 months ago and all I know now is that it is massive and complex and somewhat daunting! Is it welcoming? With the exception of CCC that would be “no” from me. I have found obtaining information very difficult and a challenge and there is very limited guidance on how you might want to approach joining the industry.” Improvements: “What CCC is doing is amazing - like everything in life it is about creating contacts and building relationships. In this time of Covid these things are even more challenging and it is so hard to just get started. I think more networking and feedback opportunities with others would be a great place to start.” Price issues: “I actually have no idea what creatives get paid for their work - I tried to find out but got absolutely nowhere. I pay a commission to the photographers I use at Orange Fig [our publishing side] and I have no idea if it is over or under market rate - would be nice to find out!

I strongly believe that all creatives should be credited for their work on the backs of the cards - with contact details. This is an opportunity for people to reach a new audience and should be wholeheartedly adopted by the industry - cross promotion is without a doubt the best way forward.”

Why have you joined CCC? “I wanted to join the collective because I like the vibe and the way it has been set up. The new online ‘hub’ feels very relaxed, open and honest and provides a good opportunity to meet others and learn from one another. The greeting card market is so huge it feels like a giant task to try and even become a small drop in the ocean. This group helps me on that journey.”

Above: Anoushka Lynd applauds more opportunities for creatives to network. Right: An uplifting Spring photograph by Anoushka Lynd.

Dale Simpson

Improvements: “It’s sometimes difficult to gauge with some UK card publishers who have an in-house staff of creatives, if they do actually have opportunities for freelance illustrators. More guidelines and seasonal submission date information on their websites would be helpful for artists so they could submit designs at the appropriate times.”

Why have you joined CCC? “I joined the Creative Card Collective to have that connection with like-minded people in the industry and be inspired to keep going as it’s been tough of late continuing to find a reason to continue with promoting myself towards card publishers.”

Above: Dale Simpson feels that it could be made easier for freelance illustrators to contact publishers. Below: One of Dale’s animal designs.

Lindsay Kirby

The welcome: “I have generally found the greeting card industry to be pretty approachable and friendly, but then I worked within it for at least 20 years or so, (mainly as an in-house designer for major card companies) before going freelance. I realised how everyone seems to know everyone in the industry and how many people have worked in many of the same companies at different times. Although perhaps a bit daunting when you are starting out, I do think companies seem pretty open to being approached (it's how I got one of my studio jobs) and they are always looking for new talent/styles so it's always worth sending images of your work. I think having an online design profile of some sort is probably considered an absolute must these days as a company can look at your work and approach you if they are looking to find new designers and like your style.

Enrolling with community/social media avenues such as CCC, that already has links to the industry and that can give advice and focus to get started is a good idea. I have also found that signing with my agent (Hannah Curtis at Creative Sparrow) has been hugely beneficial to me as a freelancer and has opened doors and got me new work with lovely new clients. She also takes the stress out of sorting out fees and chasing payments as she takes care of all that which makes my job much easier! It is definitely my preferred way to work.”

Price issues: “I think companies vary with regards to renumeration. Some are better than others but generally it seems the card industry pays less well in comparison to other design sectors though I am not really sure why this is.”

Improvements: “I definitely like getting my name on the back of cards, which is still a novelty for me after years of being anonymous within corporate companies. Some companies really do pay late when it comes to freelancers and it would be good if they could address this as it can be very frustrating to constantly be chasing payment and it can of course have a dire effect on financial matters for the freelancer.”

Why have you joined CCC? “I was keen to become a member of the Creative Card Collective in order to take advantage of what it offers…industry expertise, enthusiasm, information and trend awareness, joining a community of creatives to work alongside, share work and ideas. I am of course hoping it will lead to more work opportunities.

I have found the Collective friendly, helpful, informative and inspirational and look forward to continuing to contribute and learn more alongside some very talented members.”

Above: Lindsay Kirby would like to see prompter payment for freelancers. Below: One of the many looks created by Lindsay Kirby.

Hilary Taylor of Freedom Mill Designs

The welcome: “I have been working in the greeting card industry for four years and during this time I have met so many creatives and made great connections. I have previously worked in the fashion industry, which is very different, fast paced and as a designer I had to be constantly adaptable to the retail market. Within the card industry I feel that creatives are recognised for their talent and they are supported to develop their style. I feel that networking is key and the growth of the internet and social media is a great asset to promote and showcase work, as well as providing support and knowledge. Freelancing can be very isolating and opportunities could be missed if the information is not available.” Price issues: “In my experience, the greeting card industry pays well compared to the fashion industry.” Improvements: “Prompt payments is always a good thing and it also creates trust with the publisher. Credits on the cards are also a great asset for a designer; it’s free advertising and would support their brand.”

Why have you joined CCC? “I wanted to network with other creatives and use this as a platform for insights within the industry. I would like to develop my design style. I currently work on the management side of the card industry, so by joining the Creative Card Collective I feel it will support me.”

Above: Hilary Taylor feels that creatives in the greeting card sector receive more recognition than in the fashion trade. Right: Having come from a textile background, Hilary’s work lends itself to greeting cards.

Georgina Moir Nicky Dawson of Turtley Creative

The welcome: “I don’t have much experience of the greeting card industry being welcoming as it’s very hard to know where to start! Apart from the online publishers eg Thortful, the industry seems a very closed book unless you have contacts and/or an agent.

It was during one of my searches into the industry that I discovered the Creative Card Collective, and since then it has become a much more insightful journey into the industry. I’m looking forward to learning more and meeting fellow creatives along the way!”

Above: Georgina Moir with a furry friend. Below: Two of Georgina Moir’s card designs.

The creative welcome: “I have been in the industry for over 20 years now and I would say it is extremely friendly and welcoming. There are so many places where you can get advice and also have a fun career.”

Price issues: “I feel that over the years buyers have tried to get the publishers/designers down on price and want always to get more for their money, which is not fair, especially when we are trying to make a living. I would love to see an overall ‘across the board’ price point, to which all buyers/publishers adhere in order to stop this happening. It’s awful for designers when buyers want designs for £30-40 each when we all have bills to pay. This also knocks confidence, especially for the younger or newer members of the industry.” Improvements: “I am a creative designer as well as having been a publisher in the past and I so have had experienced both sides of people not paying on time. I think more designers should be protected with the sale and payment of their designs (or be taught how to do simple contracts when taking on a freelance project) as many young artists and designs do not have the cash flow to take companies to court for non-payment. I would also love it if it was compulsory for the artist’s name to appear on the back of the cards on which their designs appear.”

Joining CCC: “As I am freelance again, it is lovely to be able to join like-minded people and be assured that 'more is more powerful than one' when dealing with running a business in the creative industry.”