Illustration commissions go wrong in two places. The first is style: the client points at one piece in a portfolio and expects every new image to look exactly like it, even though that piece was a different subject at a different size. The second is usage: the fee was set for an editorial spot, then the art turns up on a product box. An illustration brief settles both before the first thumbnail, by naming the references and the reasons, and by stating exactly where and how the art will be used.
This template is for illustrators working on editorial, publishing, packaging, brand, product and advertising commissions, and for art directors who commission them.
TL;DR
The illustration brief template records the purpose, usage and license scope, number of pieces, sizes and aspect ratios, text placement, style references with reasons, subjects and characters, color constraints, sketch and revision stages, file delivery, deadline and budget. Send it with the commission inquiry or straight after. The point that most affects the fee is usage, because illustrators license work by media, territory and term rather than selling it outright.
What's inside
- Commission basics — client, art director, deadline, budget range.
- Purpose and context — what the illustration must do and where it sits.
- Usage and license — media, territory, term, exclusivity and print runs.
- Pieces and sizes — how many illustrations, dimensions, aspect ratios and safe areas.
- Text and layout — headlines, logos or copy that will sit on or near the art.
- Style references — examples from the illustrator's portfolio and elsewhere, with reasons.
- Subjects and characters — what must appear, diversity and representation notes, details to get right.
- Color — brand palette, limits for print, background requirements.
- Stages — thumbnails, sketch, final, and the feedback round at each.
- Delivery — file formats, resolution, layers and naming.
When to use it
Use the illustration brief for any commissioned illustration, from a single editorial spot to a series of product or book illustrations. Send it before quoting where possible, because usage and quantity decide the fee. The legal terms for the license belong in an illustration licensing agreement.
The general creative brief covers message, audience and deliverables for any creative work; it does not ask about licensing scope, character details, sketch stages or layered files. For broader design projects where illustration is one part of a set of deliverables, add a design SOW to handle the full list.
Usage, stages and the brief details illustrators need
Usage in plain terms. Ask where the art will appear (editorial, web, social, packaging, advertising, merchandise, book cover), in which regions and for how long. Ask about print runs for packaging and books. If the client wants a full buyout, the brief should say so up front, because it changes the price substantially.
Exclusivity. Exclusive use means you cannot license the same image to anyone else. It is reasonable for brand work and usually costs more. Editorial work is often non-exclusive after a period.
Stages and approvals. Thumbnails explore composition quickly. The chosen sketch is refined with one round of feedback. Final art follows the approved sketch. Changes to composition at final stage are effectively a new sketch and should be priced. Write this into the brief so the client knows when big changes are still cheap.
Text and crops. If a headline sits over the top third or the art will be cropped to a circle for social, the illustrator needs to know before composing. Ask for a layout or a wireframe.
Character and subject details. Ages, clothing, settings, product details, cultural accuracy and representation all need to be right first time. Ask for reference photos where accuracy matters.
Customize it in your COLO workspace
Run each commission as a project in COLO, with tasks for thumbnails, sketch, final art and delivery. Share sketches with the client in the client portal, where they can comment, upload reference photos and layouts, and download final files.
Send the fee as a proposal with line items for each illustration and the license, convert it to an invoice once accepted, and take a deposit before sketches begin. Clients can pay by card or PayPal from the portal.
Common mistakes
- Usage left vague. "For marketing" covers everything from a tweet to a billboard.
- One reference, no reasons. Ask what the client likes about each reference: line, color, mood, humor.
- No sketch sign-off. Without it, composition changes arrive at final art.
- Ignoring text placement. Art composed without room for a headline gets cropped badly.
- Unclear file delivery. Agree whether layered source files are included before you start painting.
FAQ
Q: What should an illustration brief include?
The purpose and where the work will appear, the intended usage and license, the number of illustrations, sizes and aspect ratios, style references, subjects or characters, color constraints, text that will sit on or near the art, the sketch and revision stages, deadline and budget.
Q: Why does usage matter so much for illustration?
Illustrators usually license their work rather than sell it outright, and the fee depends on usage. A spot illustration for a blog post and the same image on packaging or a national ad campaign are priced very differently. The freelance pricing guide covers pricing by usage.
Q: How many revision stages are normal for illustration?
A common structure is thumbnails or rough sketches, one round of changes on the chosen sketch, then final art with one round of minor adjustments. Changes to composition after final art starts are usually charged.
Q: Should the client send style references?
Yes, ideally from the illustrator's own portfolio plus a few outside examples, with a note on what they like about each. References from other artists should guide direction, not be copied.
Q: What file formats do illustrators deliver?
It depends on the medium and use: layered source files or flattened high-resolution PNG, TIFF or PDF for print, vector files for scalable work, and web-optimized versions for screens. The brief should list exactly which.