Art Source The GameLong

From children’s books to puzzles, badges to t-shirts, as well as a whole host of greeting cards have been adorned with Sarah Long’s distinctive artwork. Having started out working for a greeting card publisher, for the last few years the Sussex-based illustrator has been working freelance, represented by the Bright agency. Here Sarah shares her creative journey.

“I was never one of these kids that was drawing all the time when I was youngin fact even now I’m one of those illustrators who doesn’t carry around a sketch book, which must count as some sort of crime against the art world! However, I was definitely more excited by the designing of the maps, graphs and science illustrations in my school books than the accompanying text that was supposed to have been the main focus. In hindsight this was an obvious indication of my passion, but not to me at the time.

In 2004 I graduated with a BA (hons) in Illustration from Cambridge School of Art having mainly worked in pen/pencil and acrylics. I taught myself Photoshop in the year following uni and finally got a job as an in-house illustrator for a greeting card company a year later, in London. After three years it was time to move on and so I threw myself into the world of product design for a company based closer to home. It was so refreshing to move from the boundaries of the square card to bags, ceramics, textiles and other giftware.

Some 12 years later (and after a move back into greeting cards) I was made redundant.

However, the Bright agency welcomed me into their family with open arms and since then I have been commissioned to work on so many incredible projects across not just cards, but young adult novels, puzzles, non-fiction children’s books and so much more.

Now my illustrations are all computer-based created on a desktop Mac with pen and tablet. My colour palettes are bright, a bit clash-y, but with a curveball contrasting colour thrown in to work alongside the richness of it all. When I’m working on self-development pieces for my portfolio I like to inject a little sarcasm in there, something to create a smile, a message to not take it all too seriously. Most of my inspiration comes from fashion magazines. Sometimes the photo shoots are bonkers and I’m totally up for it.

With my client work it has to be a little more commercial so I really love to add in the small design details like badges, t-shirts, room details etc to squeeze in some extra information.

Maintaining balance is key. Being freelance definitely has its ups and downs so I like to run away from my anxiety, literally, by jogging along the seafront where I live in East Sussex or when it’s not blowing a gale, get some time on my paddle board. I think that taking breaks is just as important as working but it’s hard to listen to your own advice when you have imminent deadlines and are juggling multiple projects.

I always know deep down if a design is working or not. And a detailed brief can sometime be trickier than a loose one so I try to look at it from this viewpoint: if I was looking for this product in a shop what would I love to see?

Speaking of which; seeing my designs in shops or on the TV is brilliant and bizarre. I usually stand there silently not quite believing I get to do this for a job! when really I’d love to grab the tannoy and announce to everyone that “I designed this”!

Again, it’s a balance!”

PG

Category Name of Publisher

Everyday Photographic Relations

Five Dollar Shake

Woodmansterne

Product/Name Range Comments

Stargazing; Midnight Garden

Loose Leashes; Framed

“Gorgeous, extra special cards with sparkles and details.”

“Who doesn’t love an animal blank card depicting photographs of animals doing silly or cute stuff?!|”

Humour Art

Cute

Two Little Monkeys

Jazz; Vanilla

“Perfect for males and females, with illustrations of cakes, bottles and balloons.”

Keeping in touch

Giftwrap Gifts

Cinnamon Aitch

Susan O’ Hanlon

Ginger Betty

Stephanie Davies

Artebene

Oli Olsen

Category Name of Publisher

Everyday

Caroline Gardner

Toasted Crumpet

Eloise Hall (now Holy Mackerel)

Margo

Generally

Owl’s Nest

“Cats and Dogs with silly sayings”

“Just lovely.”

“Gorgeous illustrations of hedgehogs, rabbits and squirrels - perfect for children and adults.”

Bohemian, Folklore and Twilight

Rollwrap

Keyrings

“Beautiful illustrations that are very suited to our shop.”

“Gorgeous 3m rolls in plain and pattern. Our best-selling wrap by far.”

“Hundreds of whimsical designs, all boxed.”

Product/Name Range Comments

Humour Local Cards

Male Children’s Wellness & Sympathy

Giftwrap Gifts

Rosie Made a Thing

Wotmalike

Elsee Crafts

Sarah Sutherland

Rosie Made a Thing

Molly Mae

Belly Button Designs

Molly Mae

GBCC

Caroline Gardner

Anne Davison Studio

Fiddy+Mabel

Generally Generally Generally Generally Generally Generally Generally Generally Generally Generally Generally

William Morris

Generally Generally Wild Swimming Collection

“Always classic.”

“Both have lovely designs for older females.”

“Never lets you down.”

“Our customers respond well to these.”

“Both sell very well for us.”

“Lovely designs.”

“Nobody does it better than Molly Mae.”

“This is proving very popular.”

“Both have lovely designs.”

“Beautiful. We are in a coastal village, so these sell well.”

Vipin Patel, co-owner of Natsons, Barnes. A busy newsagents which is revered for its greeting cards, located in a lovely SW London area.

Caroline Gardner Tracks

Lucilla Lavender

Lagom

Cath Tate

Paperlink

Redback

Citrus Bunn

Woodmansterne

Emotional Rescue

Portfolio

Susan O’Hanlon

Ginger Betty

The Art File

Museums & Galleries

Wendy Jones-Blackett

Paper Salad

Ohh Deer Tracks

Caroline Gardner

Redback

Abacus

Woodmansterne

Museums & Galleries

Woodmansterne Tracks

Molly Mae Tipperlyhill

Think of Me

Ginger Betty

Stewo

“Stocking these publishers means we can cover all captions and design styles, which our customers love.”

“These all publish extremely popular ranges that means we have a superbly cheerful shop. They are always in demand.”

“Perfect cards for when you want to express real emotion.”

“All of these publishers produce very well designed age cards that are well presented.”

“Everyone’s favourites when it comes to photographic cards.”

“They all have a classy touch with great imagery.”

“All great creations to mark those wonderful moments.”

“Customers enjoy choosing the wrappings and the accessories to match.”

Top to bottom: glick.co.uk trade.glick.co.uk

Humour from Citrus Bunn.

Two of the recently launched children’s age cards from Wendy Jones-Blackett.

A new design from Museums & Galleries.

Tipperlyhill scores for Natsons.

When this edition of PG went to press, it was a matter of days away from The Retas 2023 awards events. All three retailers featured here were excited to be in finals. Natsons, a former Retas’ winner was up for Best Non-Specialist Independent Retailer of Greeting Cards - South as was MiMi while Artichoke was a contender in the Best Independent Greeting Card Retailer - North East England category. All the winners will be revealed in the August edition of PG.

To appear in the Product Directories contact Warren Lomax

T: 020 7700 6740 email: warren@max-publishing.co.uk or contact Tracey Arnaud

T: 07957 212 062 email: traceya@max-publishing.co.uk from the Including firmfavourites and brand new designs

Brands include: Keepsakes,Words ofLove, Jelly Beans, Bella Rose, Champagne and many more

Tel: +44 (0)115 986 0115 customerservices@paperrose.co.uk www.writefromtheheart.co.uk

Hallmark Cards PLC Dawson Lane, Bradford, BD4 6HN UK&NI: 0800 90 20 900 ROI: 012 480 104 customerqueriesUK@hallmark.com

THE GREATEST COLLECTION OF GREETING CARDS IN THE WORLD

To appear in the Product Directories contact Warren Lomax T: 020 7700 6740 email: warren@max-publishing.co.uk or contact Tracey Arnaud T: 07957 212 062 email: traceya@max-publishing.co.uk

One of the UK’s leading publishers of Charity Greeting Cards. Impress offers a wide collection of images, including fine art, graphic, photographic and cute. We also offer a bespoke design service for bulk orders and/or mail order fulfilment.

To appear in the Product Directories contact Warren Lomax

T: 020 7700 6740 email: warren@max-publishing.co.uk or contact Tracey

PRODUCTS: World’s leading publisher of high quality plastic greeting cards. Also an extensive range of quality greeting cards covering Everyday, Occasions, Christmas and Spring seasons.

BRANDS: Cherished Thoughts, Sweet Sentiments, Buddies Always, Symphony, Thinking of You, Style, Special Wishes, Special Times, Young Editions, Groove Sensations, Forever Blessed, Grey Skies, Classics.

Products:

& Bows

Polypropylene & biodegradable bag specialists

Over 40 years quality service to the trade Hotfoiling also available

T 01206 396209

E sales @badgerconverters.co.uk www.badgerconverters.co.uk

We’ve been p clarity and high q 01274 220 220 wwww.wrapid.co.uk sales@wrapid.co.uk producing bags of high quality for over 30 years.

Abacus Cards is a family run business proudly supplying our high quality products supplied to wonderful Customers throughout the a wide range of Customers from Card and Gift Stores through to Garden Centres, Farm Shops, Department Stores, and all sorts of retailers in between!

To help us develop our business with our fantastic customers and determination, plus a great sense of humour is a must! generous bonus scheme, various incentives, iPad ordering system fantastic industry, do not miss out! sean.edwards@abacuscards.co.uk of our industry, who are self motivated, have endless drive and

Abacus Cards is a family run business proudly supplying high quality products to our customers throughout the UK and the rest customers from Card and Gift Stores through to Garden Centres, Farm Shops, Department Stores, and all sorts of retailers in between!

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