Joy-Louise Waterman

After years of sharing my hand drawn illustrations and artwork on Instagram I was getting a lot of questions about my process. Which led me to start sharing tutorials online, and eventually I created my first How To Draw Book which was Garden Flowers in February 2020, since then I've brought out 4 more.

Every single book has been drawn, designed, published and marketed by myself. In fact all of my products have been created using my own illustrations and are all produced and packaged by my own hand. I'm now selling my items at a few places online including Not On The High Street, on TV through The Craft Store and now wholesale.

Alongside illustrated product creation I also produce illustrations and stationery for brands and clients on a commission basis. My work has also been features in magazines and exhibitions, most recently on the billboards of Westfield London & Stratford.

The core of my role was conducting seasonal competitor research, then designing printed and digital marketing assets in line with the branding and wider business strategies. Presenting my concepts to the Creative Director and key stakeholders for sign off to create final designs, implement and handover to relevant teams.

I worked closely with the shoot team to plan the photography and video content needed and assisted with art direction.

I collaborated as part of a wider creative team to ensure all seasonal brochures were finalised and print ready, with correct product and marketing information. The volume of which, requires a high attention to detail.

Other tasks include retouching of images to a highly polished standard. As well as merging large amounts of product data, accurately into the correct format that is ready to be used for final brochure copy.

I was responsible for designing all creative assets for the business. Including both printed and digital media such as catalogues, advertisements, social media content, website wireframes, showroom POS and styling.

Acting as a sole brand guardian I ensured all assets were on brand, after proofing and supplying to printers and major publication house specifications. I oversaw the creation of all assets from mood-boarded concepts to finished product, whilst managing stakeholders expectations, junior members of the team and agencies.