S Carlson Artistry

S Carlson Artistry is a personal illustration brand founded to help clients celebrate the people and pets that matter most to them. Originally launched as Paw Family Illustrations LLC, the brand evolved to better reflect its expanded focus on commemorating cherished memories through detailed, custom hand-drawn illustrations. Each piece begins with a client-submitted photo, which is then transformed into a polished digital illustration using Adobe Illustrator.

The brand identity was carefully crafted to be both warm and sophisticated, using a striking red, gray, and gold color palette that complements the hand-illustrated art. The logo, brand colors, and layout choices were designed to be emotionally engaging and user-friendly across all platforms. A dedicated website was developed to showcase illustrations, offer insight into the artist's process, and clearly communicate pricing. The brand voice is approachable, creative, and trustworthy—highlighting the personalized nature of every commission.

S Carlson Artistry maintained an active presence on Facebook and Instagram, using social media to feature client projects, promote seasonal offerings, and connect with a growing audience. To further build visibility, the brand participated in local art fairs—including an art booth in Racine, WI—just before and during the early phases of the COVID-19 pandemic. This blend of online and in-person outreach helped establish credibility, reach pet lovers and newlyweds, and position the brand as a meaningful gift-giving option during a time when personal connection was more important than ever.

My Role: Owner, Illustrator, Website Designer

Tools Used: Illustrator, InDesign, Photoshop, Squarespace, Facebook, Instagram, LinkedIn