How to kick-start a sustainable freelance career, by The AOI

If you’re in the early days of your freelance career, it’s natural to feel a mix of nerves and uncertainty as you step into new territory. From finding clients to managing finances and organising your own time, there's a lot to consider – but laying the groundwork and taking small, practical steps is a great place to start. The Association of Illustrators (AOI) has been championing illustrators for over 5 decades, and here they share their top tips for building a successful and sustainable career.

Freelancing can be challenging, but it also brings exciting possibilities. A few years from now, you might find yourself working on major campaigns, live illustrating at events abroad or using your unique voice to support a cause you’re passionate about.

We want all illustrators to be able to continue to do what they love into the future, and to grow in confidence over time. From goal setting to expectation management, keep reading for the AOI's top advice for freelance success and career longevity.

⚖️ Develop business knowledge

Most illustrators will work as freelancers, which means you are your own boss. There are many perks to this, and for many creatives answering to themselves and working flexibly suits them much better than being a cog in someone else’s business. But to be your own boss you need to develop different skillsets, and putting in time to work on your business skills as much as your creative skills, is key.

Business skills include managing your own finances, promoting and marketing your work, and being able to price your work in a way that reflects its value, all of which will ensure your business can keep on running for many years into the future. The AOI has a wealth of resources on all these topics. Take time to scrub up on your business knowledge, so that you can give your creative skills the best chance for success.

⚒️ Build tools to stay productive

This can be easier said than done – we all have days where we are not feeling our best, or struggle to stay motivated. But, having tools you can employ to keep feeling productive will ensure you can continue exercising your creativity, and be ready to go when that next enquiry comes in.

Some examples might be working on your portfolio – add some new personal work or set yourself a passion project. If you don't have a client project to work on, why not try experimenting with new techniques or mediums? It might be trying a new way of working helps keep you feeling productive, or perhaps gaining inspiration away from your screen. Consider what your own tools to stay productive are, and schedule time into your calendar to put those to use.

🧠 Expand your skillset

Alongside helping you stay productive, trying new things can also push your career forward. Why not try your hand at a ceramic class, and you might even be able to add a set of new products to your shop a year from now? Perhaps you start animating, and years to come you will take on the role of an Animation Director for your dream project.

You never know where these new skills might lead in the long-term, and in the short-term, challenging yourself and continuing to learn will be sure to keep your creative juices flowing. At the AOI, we have many ways you can build new skills such as with our new Animation Resources, or with creative briefs set as part of Inside Illustration’s suite of content.

Illustration by Martyna Grądziel for The AOI's new under-25 membership scheme

👀 Get an outsider's perspective

Being a freelancer can be isolating at times. For many people starting out, it makes sense to work from home initially while you find your feet, so you may not have the built-in companionship of a shared workspace. Gaining perspective and getting feedback from an outsider is a great way to keep feeling positive, as well as to maintain career growth.

Many organisations offer portfolio consultations, allowing you to get frank and unbiased feedback from an industry professional. For others, support over a longer period in the way of mentorship can work better.

One of the simplest ways to gain perspective is by meeting up with your peers. If you are having a bad day or dealing with a tricky client, chances are someone else has had a similar experience – meet a friend for coffee, attend a social or go to a conference or event, you are sure to feel better by the end of the day.

📈 Set realistic goals

Navigating unchartered territory can be all the more overwhelming if you don’t know what you are working towards – setting yourself realistic goals can help put you back in the driver’s seat, allowing you to steer your career in the direction you’d like to take it.

What areas of the industry would you love to work in? Who are your dream clients? Write down a list of goals, break these goals down into manageable tasks and set yourself a realistic deadline to hold yourself accountable. Doing some self-initiated personal work with these goals in mind is a great way to work towards a specific ambition.

📣 Get your work out there

Having a strong portfolio is one part of the puzzle, but ensuring people can easily find your work is equally important to building a long-term career.

It can take time to build the confidence to promote yourself and find your voice when talking about your own work. However, getting your work out there, contacting clients and connecting with the people you want to work with should be a regular part of your practice as soon as you are happy with your portfolio.

Recognising the necessity of self-promotion, and making it work for you, will be sure to stand you in good stead for the future. The AOI has some useful self-promotion resources to get you started.

🙌 Prioritise your wellbeing

Freelance illustration can be an incredibly rewarding career, but it can also be tough at times. Looking after your well-being is absolutely integral to setting yourself up for a sustainable career.

It’s normal to have ups and downs, and most creatives will experience imposter syndrome and self-doubt at some point in their career. At these times, it can be easy to get distracted by other people’s apparent successes but try to keep the focus on your own path and career goals. Recognise that your confidence will increase over time, and each email, negotiation or pricing exercise will be a building block in growing that confidence.

You don’t have to aim for perfect straight away – take everything one step at a time, find ways of measuring success other than through paid commissions, and celebrate every win. The Mental Health Guide for Creative Freelancers created by the AOI, in partnership with Society of Authors and Association of Photographers, is a valuable resource offering guidance on this topic.

💭 Manage your expectations

Lots of people imagine they will start working, get projects and build their career in an upwards trajectory. Whilst this can be the case for some illustrators, a meandering path, with side-steps and detours, is often more realistic. Understanding this now will help you prepare both mentally and practically for what lies ahead.

Many people will also have a part-time job when they are first getting started. Others might take a complete diversion and work in a different field for a couple of years, returning to illustration later. We all need income to survive, but illustration does not need to be your primary source of income for it to be successful, valuable or important to your audience. It takes many years to grow a business and recognising the value of the time you are investing now will help ensure you have the resilience to continue long-term.