Chloe Norman: Brand designer and freelance illustrator
As part of our commitment to elevate creative voices we are speaking to members of our community. We will be celebrating their work and sharing their story because we think it’s important to champion the people that make our sector so damn good! In this edition we are joined by brand designer and freelance illustrator, Chloe Norman.
Chloe Norman ©
Hey Chloe, can you tell us about your creative career journey to date?
My creative career began after I graduated from Winchester School of Art with a BA in Graphic Arts specialising in Illustration. I landed my first role as an in-house visual designer at a healthcare company called Patient Access.
I learnt heaps at this job; how design and business merge, systems for working with a variety of teams. My favourite part of the role was building out the illustration system - this solidified my huge love for illustration and its versatility.
In my second in-house role, I extended my multi-disciplinary practice and completed a course for 2D animation. This path wasn’t necessarily on my radar, but I find real joy in learning new things plus having the ability to add motion to visuals is an additional skill that really elevates my work.
I was later made redundant, which came as a complete shock. But without realising, this would end up being one of the things I’m most grateful for, as it pushed me in to the wild world of freelancing.
Going solo was never something I intentionally set out to do, but I gave myself three months to give it my best and if it didn’t work, I’d just continue to look for full-time positions.
My first year was actually my best in a monetary sense - I had networked without even realising it and I landed lots of great opportunities via word–of–mouth. I now run a curiosity-fuelled design and illustration studio working with businesses large and small, in industries I live and love; F&B, wellness, lifestyle and hospitality.
I also explore a more artisanal, illustration-led practice where I experiment freely and really let my curiosity take over.
When you first went solo what were the biggest challenges?
It’s certainly not all sunshine and rainbows and there are lots of new and unknown things to navigate.
I often describe running your own business as ‘growth on steroids’. It can be intense, fast-paced, overwhelming at times, but it really does shape you as not only a designer, but as a person.
The difference in the way I work now, compared to when I first started is drastic - which only makes me excited to see what the next one, three, 10+ years will look like.
I think a big one was balancing so much time on my own - it can get lonely, especially if work isn’t flying in the way you’d like. Now just under three years in, I like to think I keep this under control.
Another huge shift I’ve had recently is not just seeing myself as a freelancer - I am running a business - and that switch in positioning in my own mind as well as externally, has made a huge difference in how I speak about what I do and who I’m approaching.
Big shout-out to my wonderful coach Nick Taylor.
Chloe Norman ©
Have you found it difficult to establish your voice?
The short answer is yes!
Naturally, I believe that finding a voice that feels truly authentic to me is going to take time and I’m willing to be patient to establish that.
Ultimately, I’m a visual story–teller at heart, so I’m always finding myself drawn to projects that sit at the intersection of authentic brand design and meaningful illustration. I’m constantly thinking about what this means for the kind of work I do, so watch this space!
If someone was thinking about going freelance what would be your advice?
Always have a contract. Save for a rainy day. Try not to dwell on the bad days - everyone has them, even if you love your job. Every ‘mistake’ is a chance to learn. Constantly build out your network. Put away tax, national insurance, pension money as soon as you’re paid.
Get an accountant and some kind of accounting software if you can - Xero is my favourite. The hardest one of all, try not to compare yourself to other people, you are not them and more importantly, they are not you.
I’m a visual story–teller at heart, so I’m always finding myself drawn to projects that sit at the intersection of authentic brand design and meaningful illustration. I’m constantly thinking about what this means for the kind of work I do, so watch this space!
We know curiosity plays a big role in your approach, how important is it to remain interested in what’s around you?
Curious by Nature is my tag-line and it was actually born from the ‘Intellectual Curiosity’ award I received whilst finishing my degree. This concept is a huge part of my personality and my business, and the crossover is vital as it allows me to view the world with a unique lens. I’m not sure if this approach developed whilst studying my foundation degree at UCA (I remember walking around Rochester creating a ‘found alphabet’ - if you know you know) and my BA at Winchester… or if it’s always been an instinctive part of me - maybe a mix of both. But it’s always been paramount in my practice, to never be closed off to any avenue your curiosity might take you down, it’s often where the magic happens.
Chloe Norman ©
Do you find being part of various, creative communities helpful?
Definitely. As I mentioned before, running something on your own can quickly get lonely and sometimes isolating if you’re not careful. So one thing I’ve found, especially this year, is you really have to put yourself out there - no one is going to do it for you. And I’ve made some really great connections that I’m hoping could be potential collaborators in the future!
I also believe it’s invaluable to talk with people who understand the ups and downs of working for yourself. Those conversations help you stay grounded, spark new ideas, shift your perspective, or confirm the direction you’re going in - so open communication has always been really useful for me.
As a brand designer and illustrator how do you separate those skills when finding clients?
In my experience it can be tricky - from a pricing perspective design and illustration are often priced differently, so it’s something I’m always fine tuning. e.g. Design is often a day rate or project fee, whereas illustration is priced according to a license (exclusivity, usage, territory and duration). Aside from the practicalities, I love when they cross over as I feel this really brings a brand’s core to life in all touch–points of the brand.
Finding clients who see the incredible benefit of illustration is something I’m always looking for, and if not, I’m always willing to shine a light on the power of storytelling within a brand world.
I recently passed over a project for one of my brand clients to a lovely web designer! I’m constantly fine-tuning the process of collaboration and learning what works and what doesn’t, so this has been a very welcomed addition to my projects.
Starting out on your own brings with it a lot of responsibility, do you outsource tasks or collaborate with others?
Given my multidisciplinary background in design, I’ve always found my skill-set spans across a handful of things really confidently. However there are of course areas that I don’t specialise in e.g. web design, copy-writing etc.
I recently passed over a project for one of my brand clients to a lovely web designer! I’m constantly fine-tuning the process of collaboration and learning what works and what doesn’t, so this has been a very welcomed addition to my projects.
I’m always conscious of building out my network of wonderfully talented people to collaborate with - and I’m really excited to keep doing more of that.
It can be ever so easy to focus on pushing forward but what do you do to escape the pressure of professional life?
Spending downtime with my amazingly supportive boyfriend Joe - I couldn’t do all of this without his support and encouragement. Time in nature with a sketchbook in hand (funnily enough drawing is still my escape).
Learning new creative skills in workshops; pottery, glass blowing, jewellery making, you name it - my mind goes into a great flow when learning a new process. Spending time with the girls yap yap yapping.
Cooking a delicious meal with fresh ingredients. And finally, strength training at the gym (it genuinely keeps me sane).
Chloe Norman ©
Finally, where do you see yourself this time next year?
I see the studio thriving with brand and illustration projects across a variety of interesting industries.
Collaborating with incredible clients, specialists and agencies that align with my values too. People who are compassionate, open-minded and caring - about other people, as well as all the tiny details.
It would be a dream to collaborate with larger agencies such as Ragged Edge and Koto, as well as the likes of more industry-focused specialised studios like &Smith.
But I equally love leading the process for my direct clients across F&B, Wellness, Lifestyle and Hospitality. If I’m shooting my shot, my dream clients and projects would be a reflection of how I live my life outside of work; ‘Proper’ Corn really elevate their packaging with illustration (and they’re a top tier snack), ‘Kiehl’s’ for the holy grail of skincare, ‘Patch Plants’ for their attention to detail and keeping my studio filled with stunning plants, ‘Happy Place’ by Fearne Cotton for acknowledging the ebb and flow of life and making you feel human again, and finally, ‘Pizza Express’ menu design would be a dream project – they really champion design and illustration across the whole franchise and I’d love to make my mark.
For more information about Chloe Norman and to see her portfolio visit: www.chloenormanstudio.com or follow @chloenormanstudio on Instagram.
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