Hey First name / friends!

 

Ever feel stuck in your art career? Like you love making art, but just can't seem to figure out the business side of things?

 

I’ve heard from so many artists that want to get noticed and grow in the art licensing industry, but don’t know what to focus on to make it happen. And rightfully so! There are so many things you could be doing to grow your biz, but when your focus is pulled in so many directions, you never make meaningful progress. 😬

 

If this is you, here's the #1 thing I'd focus on in 2026 to make real progress in your art business:

 

 

Here’s what I mean…

 

When I first started out, I had a portfolio full of individual illustrations. They would get picked up for licensing deals here and there (like my first licensing deal with Urban Outfitters) but those collabs were sporadic.

 

It kept me in “feast or famine” mode with my income. Some months would be HUGE, and then licensing sales would die down for months at a time before the next thing took off.

 

I was grateful for the sales, but it was nerve-wracking that it was all so unpredictable.

 

A few months into self-employment I was approached ModCloth (!!!) who wanted to use my art on a collection of bedding. (They found some of my artwork on Society6 and reached out to me via email.)

 

This was my first ever collection line. Up until that point, I made one-off illustrations primarily for wall art.

 

I was so excited to work with them, but to be honest, I was kind of flying blind. I was clueless about the process of creating collections. Luckily, with the help of the buyer from ModCloth, I learned on the job. 💪🏼

 

This was one of my first big collaborations, and I was determined to make a name for myself as a commercial artist. So I paid close attention during every step of the process. (It paid off BIG TIME 👇🏼)

 

Here’s how it went down.

 

ModCloth gave me a list of current trends and asked me to weigh in. I told them I'd been seeing a huge rise in bohemian icons and I sent them a PDF of thumbnail sketches and ideas.

 

They decided to go with all my recommendations.

 

ModCloth continued to lead the way as we got into the nitty gritty details. They told me the printer they worked with used screen printing so I needed to create my designs with a limited color palette and consistent inking. This led to a cohesive color palette, and a consistent illustration style. I used a stylus dipped in India ink, then digitized and recolored the art in Adobe Illustrator.

 

I had no idea at the time that I was creating what I’d now call a “strategic collection.”

 

But those parameters ModCloth set taught me the three pillars of designing strategic collections: trend forecasting, multiple pieces following a central theme, and a cohesive style.

 

This collab opened my eyes to the power of collections. And most importantly, it taught me the exact things brands were looking for when working with artists.

After that first big collection, I was filled with motivation to land more licensing deals.

 

I followed my hunch that brands wanted to see cohesive collections rather than a smattering of individual work. So I got to work restructuring my portfolio.

 

Aaaaaand it turns out I was right! Strategic collections were exactly what big brands were looking for.

 

As I presented my shiny new portfolio, my income went from feast-and-famine to consistent and steady. Rebuilding my portfolio this way led to collabs and placement with more and more brands including Target, Anthropologie, Crayola, and even Disney!

 

By anticipating their needs and thinking “client first”, my income grew to numbers that younger Cat wouldn’t even dare to dream.

 

The best part? My licensing deals almost instantly made more money than they were making before. Instead of licensing one design at a time, brands would license multiple coordinating designs from my collections. This led to increased sales and more financial stability.

 

And it was all thanks to presenting my portfolio more strategically!

 

 

Trend forecasting is crucial for surface designers since trends tell us what motifs and subjects have mass appeal. Trend-forward artwork is going to earn you more sales. For example, mushrooms are having a moment right now. I keep adding mushroom illustrations to my portfolio, and they keep getting licensed! The key with trend forecasting is to be able to identify trends and illustrate them in your own style. It’s important to find the balance between staying true to who you are while creating relevant art that people actually want to buy.

 

 

Collections were the key for me in unlocking better partnerships and more consistent income. Many brands aren’t looking for designs for one single product. They need coordinating art that can work together on multiple products. Take stationery for example: a brand might be looking for a standalone illustration for a planner cover, but they also might need some coordinating patterns for the inner cover and page dividers. They might pass over your work if it doesn’t include both a hero illustration AND supporting designs. If you’re not working in collections, you’re leaving money on the table, simple as that!

 

 

 

The designs in your collection need to look like they belong together. The easiest ways to do that are through either a consistent color palette and/or a consistent illustration style. Not only does it make your collection feel more elevated and sophisticated, it will also earn you more sales. If the designs in your collection look like they belong together, customers will be more likely to purchase multiple products, earning you more royalties. 💸

 

Oh and fun fact about that ModCloth collab — the designs I created back in 2015 still get licensed to this day — the Dala Horse design is currently in Target!

 

I’m sharing this because strategic collections are the foundation of a sustainable licensing career — and it’s exactly what we focus on inside The Art of Collections.

 

This program exists because I wish someone had explained this to me sooner.

 

The Art of Collections gives you a clear roadmap to follow so you know exactly what steps to take in which order. I’ll hold your hand for 6 months as you refine your portfolio, create stand-out artwork, pitch your work, and land lucrative licensing deals.

 

 

(The first 10 students to enroll will receive a bonus group coaching call with me, so mark your calendar for 10am Eastern on the 2nd when the doors open!

 

I'm sooooo excited for the next round of this program!

 

xo,

 

Cat

 

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