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ARTISTS’ QUARTER


ET’S face it, we really are a nation of greetings card lovers with a mind- boggling £1.5 billion a year spent on cards alone. This equates to an average yearly spend of £50 per person, quite something for an ink on paper product! Of course, the emotional value we put on cards is the important thing and getting that message just right from sender to recipient through either images or words is the key. Artists, illustrators and creative writers are the lifeblood of any greetings card as well as it being a fabulous medium to display creative work. I’ve been involved as a creative director in the industry for over 16 years and can’t think of any other industry that is able to draw on creatives from so many different disciplines. Fine art, graphic design, animation, textile design, illustration, industrial


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design and creative writing are just some of the backgrounds of artists and creatives I’ve worked with. However, the entry route into the industry is not always an easy one.


“Companies at the top of their game are always looking out for new talent”


Based on my experience within Hallmark Cards and the Card Factory, two industry giants, here’s a few pointers for up-and-coming freelance talent who want to get in the frame with greetings cards. There are two main ways of getting work published. Firstly, to become a greetings card


publisher yourself. This is usually the plan most creatives think of when looking at how to see their work printed in card form, but this involves taking on all the set up and running costs as well as the production, selling and administrative responsibilities. It’s certainly not impossible, however, as a one-person outfi t this often leaves little time for an artist to do what they do best, creating artwork. A more common route is to supply existing


greetings card publishers with artwork. It’s estimated that there are around 800 publishers in


Aiming to cut it in card world


A VALENTINE’S Day project at university sparked new artistic talent Emma Haines’ interest in becoming a greetings card designer and she’s trying to get her name known even before she graduates. Currently fi nishing her degree in visual communication: illustration at Loughborough University College, Emma is also in the process of setting up a collective with her uni peers. “The illustrations I create are inspired by everything,” said Emma, from Melton Mowbray, Lincs, “from my love of zombie


fi lms to trips to my local antique market. I track all these ideas is a sketch book and then use found textures and colour palettes I’ve seen out and about. “My interest in becoming a greetings card designer began with a project creating Valentine’s Day cards which I fell in love with. “I enjoy the quick pace of work and making eye-catching images. You can say so many things with a greetings card and the idea that a person might walk past a card I’ve designed and have to pick it up so they can buy it makes me really happy. “My specialism lies in a combination


of digital and analogue


collage, paper craft and character design. My cards use a mix of these ways of working and fun ideas to hopefully make people smile. “In my spare time I run my own illustration blog – Cut And Stick – and collect beautiful books which help keep me inspired. “I’d like to fi nd a


internship and then a career at a card company so I can do something I am passionate about every day.”


48 www.greetingstoday.co.uk


emma.laura@msn.com http://cargocollective. com/cutandstick


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