How to Commission a Custom Illustration (& What to Expect at Every Step!)
- 5 days ago
- 4 min read
There's a moment I love in every commission when someone sends me a message that starts with "I have this idea, and I'm not sure if it's possible, but..."
It's (almost) always possible!
Commissioning custom illustration is one of those things that feels more mysterious than it needs to be. I'll walk you through exactly how it works, from the first message to final files, so you know what to expect and how to find the right illustrator for your project idea.
What is a custom illustration commission?
A commission is simply when you hire an illustrator to create an original piece of artwork made specifically for you. That could be a travel print of India because the first time you visited, it changed your life. A set of hand-drawn unique brand icons for your coastal coffeeshop. A recipe card of your grandmother's dumplings. A map of your neighborhood that you're giving as a wedding gift.
Unlike buying a print that already exists, a commission is built around your story. It's your project, your vision! The illustrator brings their style and craft.
Step 01: Know (even roughly!) what you want
You don't need a perfectly formed brief. But it helps to have a sense of:
What it's for: a gift, a brand project, a print, a product?
The feeling you want to evoke: optimistic? whimsical? adventurous?
Where it will live: printed on paper, used digitally, on packaging, on a wall, etc.
Your timeline: do you need it in 2 weeks, or do you have 2 months?
If you have reference images you love, save them. Even images that aren't illustrations (think: photos, mood boards, other artwork) are helpful for communicating a vibe to the illustration.
⇸ If we work together, I have a place in your initial questionnaire where you can upload inspiration that will live in your client portal so we can reference it throughout the project!
Step 02: Find an illustrator who fits your vision
This is the most important step, and it's worth taking your time! Every illustrator has a distinct style. You want someone whose existing work already looks close to what you're imagining. If it doesn't, then you run a higher risk of your project not turning out the way you envisioned.
Places to look: Instagram, Behance, Pinterest, and Dribbble. Look at their portfolio and ask yourself if their style feels right for your project. *If you're stuck, I find Pinterest is the easiest place to start.
⇸ For travel-inspired work, people-centered storytelling, or brand illustration with a human, hand-drawn feel, that's exactly what I do! You can explore my portfolio here.
Step 03: Reach out (and be honest about your budget)
The thing most people hesitate on is money. I've had a few people reach out for project inquiries who don't have any budget upfront. My advice? Lead with your budget. Your illustrator should ask, but if it's not a fit, then it's better to know upfront (& saves both of you time)!
For personal commissions, most illustrators start somewhere in the $150–$400 range for a single piece. Brand projects and more complex work go up from there. Rush fees are common if you need something quickly.
When you reach out, include: what you want illustrated, what it's for, your timeline, your target audience, and your budget range. That's it! You don't need a formal brief.
⇸ As part of my custom illustration projects, I'll create a brief for you based on our conversations that's included in your client portal where you review your proposal & invoices. No surprises!
Step 04: The creative process (my favorite!)
After you've agreed on scope, price, and timeline, your illustrator will typically start with mood boards or rough sketches to make sure you're aligned before investing time in final artwork.
This is your chance to redirect if something feels off. A good illustrator will welcome that feedback! The goal is a final piece you love, not one you settle for. My personal 2 cents is to be specific as you analyze what needs adjusting.
Major direction changes mid-project may affect the timeline or price, so it's worth giving clear, specific feedback early. Expect 1-2 rounds of revisions before final delivery.
⇸ Curious about what a creative process looks like? Check out my Services page for the 4 steps I include in every project, as well as my field journal on the behind-the-scenes of my Travel Print Collection to see what went into the designs.
Step 05: Final files & what to do with them
You'll receive high-resolution digital files — usually JPGs and PNGs, sometimes PDFs or vector files. Make sure you ask upfront about file formats so you get what you need for printing, web use, or whatever the project requires.
Also worth asking: usage rights. Personal commissions (a gift, a print for your wall) are usually covered under standard licensing. If you're using an illustration commercially (i.e. on products, in marketing, on packaging), let your illustrator know upfront, so that's factored into the price.
Personal tip: If you're looking to keep your price lower, a non-exclusive license is cheaper than buying exclusivity rights.
A little note on timing-
Good illustrators book out. If you have a deadline (a birthday, launch date, holiday, etc.) reach out earlier than you think you need to. Most illustrators work 2–4 weeks out at minimum, and popular times of year (November, December, spring launches) fill up quick!
Ready to commission something?
If you've got an idea you've been sitting on (a place you want to remember, a brand that needs fresh hand-illustrated visuals, a unique gift idea for a friend), I'd love to hear about it!
I respond to all inquiries within 48 hours and love a good "I have this idea, but I'm not sure if it's possible" message.
↟ Kelly Wallace is a travel illustrator and brand designer based in Southeast Asia. She creates hand-drawn illustrations for purpose-driven brands, personal commissions, and people who believe the world is worth exploring.
