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HOW TO LAND YOUR DREAM CLIENT


In this article, we discuss practical strategies for landing a dream illustration client. From identifying the right opportunities to building connections and pitching with professionalism, we outline actionable steps to turn aspirations into reality. 

Written by Nate Padavick and Salli Swindell

There is no golden ticket or magic solution. Landing a dream client takes time, perseverance, skill, focus, and, yes, a bit of luck. Sometimes your efforts will pay off beautifully; other times, they won’t. But what matters most is showing up with intention and putting in the work. By refining your approach and committing to the process, you can greatly increase your chances of catching the attention of your ideal client.

Identifying Your Dream Client (and Their Adjacent Opportunities)


The first step is to identify your dream client—whether it’s a well-known brand, an indie publisher, or an organization you deeply admire. Start by researching their values, visual style, and target audience. Then, expand your scope to adjacent clients: smaller companies in the same industry, independent collaborators, or other potential employers with a similar ethos. PRO Tip: Do not overlook bloggers and influencers who orbit in the same industry as your dream client—they often collaborate with creatives to produce engaging content.

It’s worth noting that many large companies work exclusively with design agencies, illustration agencies, or their in-house creative teams. As a freelancer, these organizations might not be realistic targets. However, smaller companies or departments within larger corporations may still hire independent illustrators, giving you a better chance to get your foot in the door.

Action Items to Land Your Dream Client


Here’s a step-by-step approach to make yourself visible, relevant, and appealing to your dream client:

1. Research Thoroughly
  • Understand their brand: Study their mission, values, and aesthetic. What makes them unique? How do they communicate with their audience?
  • Analyze their recent projects: Look for opportunities where your style could enhance their work.
  • Learn who makes hiring decisions: Find out who’s likely to commission illustrators—whether it’s an art director, marketing manager, or creative lead.

2. Engage with Their Content
  • Follow their social media accounts and actively engage with their posts (thoughtfully, not excessively).
  • Subscribe to their newsletters to stay updated on their latest projects and priorities.
  • Leave meaningful comments or share their work with genuine admiration—it’s a way to get on their radar without pitching immediately.

3. Align Your Work with Their Vision
  • Create portfolio pieces that resonate with their brand’s style, audience, or mission.
  • Share personal projects or mock collaborations that demonstrate how your illustrations would complement their products or messaging.
  • Use these pieces to highlight your range while remaining true to your artistic identity.

4. Attend Industry Events
  • Visit trade shows, conferences, or industry-specific gatherings where your dream client or their representatives might be present. These can often be done virtually.
  • Bring a small takeaway portfolio or promotional materials to leave behind.
  • Use these opportunities to make a personal connection and learn more about their needs.

5. Find the Right Contact
  • Search LinkedIn, company websites, or industry directories to identify the person responsible for hiring illustrators.
  • Use tools like Hunter.io or email format finders to obtain their contact information.
  • Ask peers or mentors if they have connections to your dream client.
  • Reach out to fellow illustrators who’ve worked with them before to gain insights about their process and preferences. PRO Tip: conduct a Google search on the words “illustrator anthropologie” to begin a search for a fellow illustrator who has done work for Anthropologie.
  • If someone in your network offers an introduction, accept it with gratitude and professionalism.

6. Get on their Radar
  • Craft a personalized, concise, and respectful email introducing yourself.
  • Highlight why you admire their work and how your skills align with their vision.
  • Include a link to your portfolio and any relevant projects.
  • PRO Tip: Give them an easy action item such as “Sign up for my newsletter” or “Follow me on Instagram” as a way for them to passively react to your email.

7. Engage and Pitch Thoughtfully
  • Don’t rush to pitch in your first interaction. Build rapport by engaging with their content or responding to their newsletters.
  • When you’re ready to pitch, offer value—explain how you can solve a problem, fill a gap, or enhance their current offerings.
  • PRO Tip: If you’re pitching to an influencer, consider creating your own illustrated version of one of their previous posts.

8. Follow Up
  • If you don’t hear back, follow up politely after a reasonable amount of time (typically 1-2 weeks).
  • Keep your tone friendly and professional—acknowledge that they may be busy but reiterate your enthusiasm to work with them.

Persistence Without Aggression


One of the biggest challenges in pursuing dream clients is striking the right balance between being proactive and respectful. Showing up repeatedly with purpose is key, but being overly persistent can come across as pushy.

Here are a few ways to maintain that balance:
  • Track your outreach: Keep a log of when and how you’ve contacted them to avoid over-communication.
  • Diversify your approach: Alternate between emails, social media interactions, and other touchpoints to keep your outreach fresh.
  • Know when to pause: If a client doesn’t respond after multiple attempts, it’s okay to step back. Focus your energy on other opportunities while leaving the door open for future contact.

The Realities of the Process


Landing a dream client is rarely a straight path. It takes persistence, adaptability, and a willingness to play the long game. But remember: every step you take, whether it leads to a yes or a no, builds your reputation, refines your craft, and strengthens your network.

Even if you don’t immediately land your dream client, your efforts may lead to unexpected opportunities. Adjacent clients, word-of-mouth referrals, or even the satisfaction of seeing your work resonate with others can be deeply rewarding.

Hope and Realism


The path to your dream client may be winding, but it’s also full of possibility. Celebrate small wins along the way, and don’t be discouraged by setbacks. The more you show up with intention, passion, and professionalism, the more likely you are to catch the right person’s attention.

And when that dream client finally says yes? It will all be worth it.

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