Building an Art Licensing Portfolio: The process, challenges, and what I am learning along the way.

Creating an art licensing portfolio has been one of the most rewarding and challenging endeavors of my creative career. When I first decided to focus on art licensing, I was met with a huge task—deciding which art would be suitable for licensing. As an artist, I’ve dabbled in a variety of styles and mediums over the years: from animal portraits to art for surface pattern design to print-on-demand collections. But when it came time to hone in on licensing, the decisions were many, and the journey was far from straightforward.

The Crossroads: Animal Portraits vs. Commercial Licensing

I’ve always been passionate about animal portrait commissions. They’ve brought me so much joy over the years. But when I made the decision to focus on art licensing, I had to consider whether this was the right direction for my work. The more I thought about it, the clearer it became that art licensing offered me one major advantage: it provided focus. Instead of trying to be everything to everyone, licensing allows me to commit to one clear path.

However, that decision wasn’t easy. I found myself wondering whether I should continue with commissions or explore other avenues like surface pattern design or print-on-demand. But the beauty of art licensing is that it’s broad enough to encompass all kinds of styles. I didn’t have to give up my love of animal art for example. Instead, I could figure out how to tweak animal-themed art to make it suitable for licensing—whether it’s through patterns, illustrations, wall art or even more abstract designs that could resonate with a commercial audience.

The Fear of Stolen Art: Password-Protected Portfolios

Another challenge I faced was the fear of having my work stolen. The digital age has made it easier than ever for unscrupulous brands to take and misuse art, which made me extra cautious about how I presented my work. To protect myself and my intellectual property, I decided to implement a password-protected art library for licensing. This allows me to control who sees my full collection, ensuring that only legitimate and appropriate businesses have access to it. While it may seem like a small thing, it gave me a huge sense of peace of mind and confidence as I moved forward in this business. I acknowledge that it may be a bit extra effort for potential licensees and art directors. I did ponder and weigh up the benefits with the drawbacks and for now this is right for my growing business.

The Ongoing Task: Creating, Categorizing, and Keeping Up with Trends

Once I had my portfolio in place, the real work began. Providing a robust supply of art for licensing will be an ongoing task—one that requires constant creation, constant categorization, and constant updating. Deciding which pieces of art fit into which category, and whether they align with current trends, is a constant balancing act. What appeals now might not appeal next year, and I find myself having to predict which themes, colors, and styles will be in demand.

That’s where art calls and collection briefs come into play. These tools have been incredibly helpful in guiding my decision-making process. Art calls give me insight into what brands and businesses are currently looking for, while collection briefs help me create cohesive sets of designs that fit within a specific theme. I’ve also found that working in collections rather than individual pieces has become one of my favorite aspects of the process. There's something about building a cohesive set of designs that are connected, both in style and concept, that I really love.

Why I Love Doing Sets and Collections

Working in collections has its challenges, but I also find it deeply satisfying. The process of creating a series of complementary pieces that tell a story or evoke a specific feeling is one of the most rewarding aspects of my work. It feels like I’m not just creating standalone pieces of art, but building a world or theme that can really resonate with a brand’s identity or message.

For me, creating art in sets allows me to express myself in a way that’s both creative and strategic.I get to work within a structure, but there’s still so much room for personal expression.I love knowing that my art can fit seamlessly into a brand's product line, whether it's on home decor, fashion items, or stationery.

The Clarity That Comes with Art Licensing

Ultimately, committing to art licensing has given me the clarity I needed. I no longer have to juggle different paths and projects. Art licensing is a singular focus, and it’s been incredibly freeing. It provides me with the variety that I crave. I know exactly what I’m creating, who my audience is, and how to position myself in a way that adds value to the brands I work with.

Though the process of building my portfolio was filled with difficult decisions, endless learning, and moments of doubt, I wouldn’t change a thing. I now have a deeper understanding of my art, my business, and my path forward. The journey has been challenging, but it’s also been incredibly rewarding—and I’m excited to continue growing within the art licensing world.

Final Thoughts

Building an art licensing portfolio isn’t just about selecting pieces of art; it’s about creating a vision for your work and aligning it with what the market wants. There is always an end product and potential customer to consider.It’s about finding that balance between artistic integrity and commercial appeal. And while the process may seem daunting at first, the clarity that comes with it makes the effort worth it. I can also still create art just for me.

If you’re an artist considering licensing, or you’re just curious about the process, I hope this glimpse into my journey offers some insight into what goes into building a portfolio—and the rewards it can bring.

If you are looking for art for your catalogues or your products I would be only delighted to help you achieve your artistic vision. Simply click on the tab for enquiries to apply and I will send over a password.