Thank you for purchasing a ticket for ‘Craft & Collaboration w/Handsome Frank!
Proudly representing more than 40 creatives, across five continents, Handsome Frank are a close-knit team predominantly working with clients across advertising, design and publishing. Ranging from global brands to bold start-ups and everything in between.
In this video we meet Handsome Frank co-founder Jon Cockley to hear about the story behind their agency, their values and ethics, how they work with their artists alongside tips and advice on how to get repped and the realities of the illustrator-agent relationship and how to get the most out of having an agent, alongside inviting Tobias Hall and Matt Saunders from the Handsome Frank roster along to reflect on their trajectory to date and how working with an agent has transformed their creative career.
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What we covered in the session
Handsome Frank work with major publications like The New Yorker and The Guardian, and book cover design remains a strong area, allowing artists creative freedom. Their work also includes collaborations with major drink brands, retail packaging, and branding projects, including stamps and logos, with large advertising campaigns a priority focus due to their visibility and high budgets.
Jon unpacked a cross-section of work delivered across the last 12 months, highlighting the increase in demand for immersive projects like window displays and large-scale retail collaborations, such as a John Lewis store-wide campaign.
We then hand over the mic to lettering artist Tobias Hall for an overview of his creative practice and behind the scenes into his work for Sipsmith London, unpacking the brief, feedback and final delivery.
Tobias Hall is an illustrator, letterer and designer. He creates logos, woodcut illustrations and bespoke typography from his garden shed in east London for clients including Rolling Stones, Budweiser, Bombay Sapphire, Toyota, Twix, Netflix and Time Magazine.
Illustrator Matt Saunders then delivers his presentation with an introduction into his creative practice and how his career has evolved from rediscovering his passion for drawing after graduating to taking part in Inkygoodness Play in 2010 and how a chance meeting with Jon led to an invitation to join the agency as one of their first repped artists! Fast forward 15 years and Matt has worked with clients including LucasFilm, Disney and Pottermore and continues to work across branding, advertising and publishing projects.
We’ve pulled together a list of handy takeaways from the session into a Q&A below:
Q&A w/ Jon Cockley, Handsome Frank
What makes a strong portfolio?
Quality over quantity! We always advise artists to only showcase work they want to be commissioned for – and to be careful about how they present their work. Personal projects are great because they give you full creative freedom; but it’s always important to ensure it has a commercial application and that you’re really considering how this could work for a client.
What do Handsome Frank look for when signing new artists?
We’re selective and wait for the right timing for both the artist and the agency. There’s a lot of development and experience required before an artist is ready to be signed from our side. Artists should only consider representation when they are already getting regular work but need help managing the business side. Choosing an agency that aligns with your style and career aspirations is also key – so always do your research.
How important is an artist’s social media following when getting work?
It varies. Some artists in the agency have over a million followers, while others barely engage on social media. While social media presence can be useful for influencer-type campaigns, it is not a primary factor for getting signed by Handsome Frank.
A few years ago, brands were more focused on follower counts, but now they recognise that high follower numbers don’t always mean engagement or visibility. The algorithm changes have made this less of a priority.
Do you undertake a lot of marketing activity?
We promote artists through exhibitions, publishing, podcasts, and direct client outreach, not just social media. This all comes out of our own pocket – we invest in our artists because we want them to grow and do well.” says Jon.
If an agency asks for upfront fees for marketing, portfolio inclusion, or representation, it’s a warning sign. We believe a reputable agency should invest in its artists without requiring payment upfront.
How does Handsome Frank manage projects with artists?
We filters leads, handles negotiations, and manages client relationships. Once a project starts, artists work directly with clients, while the agency steps in if needed for support.
Artists don’t have any contractual obligation for artists to hand over leads or work that comes directly to them, but many do to save time. We usually handle initial conversations about timing, licensing, and budgets with the client.
Once the project kicks off, the agent steps back, allowing direct client-artist collaboration. We always stay in the background to troubleshoot issues if needed. “The better the project’s going, the less you’ll hear from me.” adds Jon.
What is your advice on finding work as an illustrator?
Networking, attending events, and building genuine relationships are crucial. Email outreach should always be strategic—not too frequent, to avoid being ghosted.” says Matt. “In-person networking is crucial. Finding the opportunity to connect with art directors and people you’d like to work with, arrange meetings, look them up at festivals and events. Make those introductions but also exercise patience. “It’s basically like dating—if you come across as too desperate or eager you’ll inevitably get ghosted.” – says Matt.
How is AI affecting the illustration industry?
AI is a tool that clients experiment with, but it doesn’t replace human creativity. Many agencies and clients still prefer human-made work due to originality, quality, and legal concerns. I think the presence of more AI-generated work will increase the demand for handcrafted, unique pieces, much like how organic food and handmade products have gained more value.” says Jon. “Every contract we sign states the work must be 100% created by a human artist.
The past year was tough for illustrators. Is the industry recovering?
“Yes we felt 2023 was slow due to global economic factors, but the latter half of 2024 saw significant improvement. We’ve had our busiest January in years so we’re feeling confident things are moving again.
You have to trust the process and keep developing -there is enough work out there. I wanted to quit so many times. But somehow, I made it – and so will you.
What advice would you give to artists at the start of their careers?
Keep pushing forward. There will be financial and emotional challenges, but persistence and adaptability are key to long-term success.
Speaker: Jon Cockley, Co-Founder of Handsome Frank
Proudly representing more than 40 creatives, across five continents. A close-knit team, ready to devote all our efforts, ignore time zones, and bring your ideas to life. Predominantly we work with clients across advertising, design, and publishing. Ranging from global brands to bold start-ups, and everything in between.
Handsome Frank is a UK based illustration agency representing some of the finest contemporary artists on the planet. Founded in 2010 by cousins Jon & Tom, like all the best ideas it started with a conversation in the pub.
Speaker: Tobias Hall
Tobias Hall is an illustrator, letterer and designer. He creates logos, woodcut illustrations and bespoke typography from his garden shed in east London for clients including Rolling Stones, Budweiser, Bombay Sapphire, Toyota, Twix, Netflix and Time Magazine.
His practice is rooted in traditional lettering and a woodcut style of illustration, brought up to date by employing modern subjects and vibrant colour palettes. His knowledge of type is often twinned with those illustrative elements to create ad campaigns, magazine and book covers, and 21st-century brandmarks with all the craft and poise of something more traditional.
Speaker: Matt Saunders
Matt Saunders is an experienced freelance illustrator based in London, whose work is often rooted in creating fantastical calming atmospheres. Matt creates visually unique images and solves visual problems. He’s worked extensively in the publishing, design and advertising worlds, creating everything from book covers to billboards for clients ranging from tech companies to Broadway.
He has worked with a broad range of clients including Disney, AirBNB, Simon & Schulster, Penguin, Washington Post, LucasFilm, Pottermore and many others.
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