Level

Artistic Skills

Portfolio

I

Has basic drawing skills: can create attractive new images, usually in mannered, iconic, or flat clip-art styles.

Mostly art-school drawings and paintings. Perhaps a few reproduced pieces for smaller clients, such as black and white spot drawings for newsletters.

II

Illustrations scanned into computers and used on Web sites, CD-ROMs. Editorial illustrations: in trade or smaller magazines, weekly neighborhood newspapers, company newsletters. Advertising illustrations: smaller-company annual reports, vertical market direct-mail campaigns, store signage, packaging.

III

As above. Also, understands 3-point perspective and can achieve atmospheric perspective. May have a “signature style,” but is also versatile and can draw both realistic and stylized images of people. Can draw and paint convincing poses and actions; can roughly sketch a wide range of objects from the imagination without reference materials.

IV

Has a recognizable, known “signature style” and national reputation. May have won awards. Style is totally consistent and predictable. Paradoxically, artists at this level may be less versatile than lower-level artists, since Level IV illustrators usually work in one style only. The client is essentially “buying” this style when hiring a particular illustrator.

Editorial illustrations or infographics: on inside pages of major national magazines or major metropolitan newspapers. Advertising illustrations: Fortune 500 annual reports, national direct-mail campaigns, billboards, posters, backdrops for film and television credits. May be included in Communications Arts and Black Book.