Guide
How to choose an illustrator or brand designer
What the different roles actually mean, what to look for, and the questions that save you from an expensive mismatch.
Illustrator, graphic designer, brand designer — what’s the difference?
They overlap, but broadly: an illustrator makes original imagery (characters, packaging art, patterns); a graphic designer arranges type, layout and image into finished pieces; a brand designer builds the whole identity system a business runs on. Many small projects need two of these — which is why hiring one person who does both brand and illustration keeps the work coherent and the cost down. If your product leans on distinctive imagery (a beer can, a jar label, a mascot), you specifically want illustration ability, not just layout.
What to actually look for in a portfolio
- Relevance over volume — a few projects like yours beat a hundred that aren’t.
- Range within a voice — can they flex to different briefs while staying skilled?
- Real applications — logos on actual packaging, signage and screens, not just centred on a grey square.
- Results and context — a short story of the problem and outcome, not only pretty pictures.
Questions to ask before you brief
- What exactly is included, and what is an add-on?
- How many rounds of changes, and how is feedback handled?
- What is the timeline, and what do you need from me to hit it?
- Do I own the final files? Are editable source files included?
- Can you handle both the brand and the illustration, or would I need a second supplier?
Clear answers to these are a strong signal. Vagueness here is where projects go wrong.
Does hiring local matter?
For most projects, skill and fit matter more than postcode — good designers work with clients across the country over shared boards and calls. That said, a local illustrator can be easier for in-person meetings, understands the regional market, and often turns work around faster. If you are a Norfolk business, it is a genuine plus; if you are further afield, do not rule out the right person over distance.
Green flags and red flags
Green flags: a discovery conversation before a quote, written scope and price, a clear process, and files you own. Red flags: a price with no scope, unlimited-but-vague revisions, no ownership terms, and a portfolio of mockups with no real-world use.
Common questions
How many logo concepts should I expect?
Fewer, better ones — developed from an agreed direction — beat a scattergun of options. A strong process narrows to one considered route early and refines it, rather than presenting ten unrelated ideas and hoping one lands.
Should I hire an illustrator or a brand designer?
If you need original imagery, an illustrator; if you need the whole identity, a brand designer. Often you need both — hiring one person who does both keeps it coherent and cheaper. See how that works.