Make the Right Connections – Be the Name they Remember

How do you connect with clients and agents?

It’s a question that comes up again and again, and often you will hear people focus on visibility, being seen at the right events, posting your work constantly and having a strong presence on social media.

But connection isn’t just about being visible. It’s about being remembered, which unfortunately rarely happens from a single interaction.

More often, it’s built slowly, across small moments: conversations and shared interests, a thoughtful comment on their LinkedIn post, a follow-up email months later, until a name and portfolio starts to feel familiar, and the client doesn’t need to see your emails to be thinking of you. They might see a swirl in their morning coffee that reminds them of your visual language, or they see a poster on the commute, and they think it could be better illustrated (and they know exactly who would be the best illustrator for the job).

For many illustrators, those first connections begin in physical spaces. Book fairs, portfolio reviews, and if possible, events and places like the Bologna Children’s Book Fair or the London Book Fair. Book fairs in particular can feel overwhelming, but your presence and personality can stand out in a way that it might not online

The moment of shared interest that can spark form in person events is invaluable. Talking about a project you admired, a book you loved, or even just the process behind your work. People will remember how you made them feel.

This, of course, doesn’t mean in-person events are the only way to reach out to clients, as we understand they aren’t always accessible. That same idea carries into online spaces, too.

LinkedIn, for example, often feels formal at first, but it can be one of the most natural ways to connect. Following art directors, agents, and publishers gives you insight into what they’re working on and what they’re drawn to. Make sure you really look through their projects, their artists, and their tone before you reach out. It can tell you far more than a quick scroll through social media. It allows you to approach them with intention, referencing a specific project or understanding their audience shows care, and that kind of attention stands out and shows you really do take an interest in what they do.

Then, there’s word of mouth.

Some of the strongest connections don’t come from direct outreach at all, but through other people. Mentors, tutors, peers, fellow illustrators, previous clients – these networks and communities really matter. Being reliable, kind, and easy to work with has a quiet but powerful impact. People remember it. They recommend it. Meaning that your reputation often travels further than your portfolio ever could.

Making the initial connection is only one part of it. The part that many people struggle with is what comes next: how to keep the conversation going. Following up can feel awkward, but it doesn’t have to be. A simple message months later, sharing a new piece of work or a project you’ve been working on, is completely normal.

Over time, these small touchpoints build familiarity. Your name becomes recognisable. Your work becomes associated with a consistent voice and perspective. The opportunities often start to appear quietly, and sometimes unexpectedly.

So rather than asking how to get clients, it can be more helpful to ask: “How do I build relationships?”

Stay visible. Stay thoughtful. Stay consistent.

Most importantly, keep the conversation going!

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