Building a Personalized Illustration Brand
S Carlson Artistry is an independently created illustration brand that helps clients celebrate the people, pets, and moments most important to them through custom digital artwork. Originally launched as Paw Family Illustrations LLC in 2018, the brand later evolved to reflect an expanded focus beyond pet portraits.
I built and managed the complete customer experience—from illustration and brand identity to website design, pricing, social media, client communication, and in-person promotion.
Each commission began with a client-submitted photograph that I transformed into a detailed digital illustration in Adobe Illustrator. The artwork captured the subject's distinctive features and personality while creating a polished piece suitable for prints, gifts, and personal keepsakes.
I developed a warm, sophisticated identity using red, gray, and gold to complement the artwork without competing with it. The visual system extended across the logo, website, printed materials, packaging, pricing guides, and social media.
The Squarespace website showcased available illustration styles, explained the commission process, and made pricing and ordering information easy to understand.
I promoted the brand through project features, seasonal campaigns, and gift-focused content across social media. I also created an in-person booth experience for local art fairs, including an event in Racine, Wisconsin, to introduce the work directly to pet owners, couples, and gift buyers.
The work shown includes materials originally developed for Paw Family Illustrations LLC, the brand's name from 2018–2024. The later S Carlson Artistry name reflects the expansion from pet portraits into people, weddings, nature, and other meaningful subjects.
Custom commissions, residential mockups, website design, and social media demonstrate how the illustration style and customer-facing brand worked together across physical and digital touchpoints.
Copyright © 2026 Stephanie Carlson