Illustration is not one thing. It is not a single aesthetic or a specific look. It is a whole spectrum of styles, approaches and outcomes and the best illustration work is the kind that is tailored entirely to the brand it is made for. As a designer and illustrator, my own personal style leans into the hand drawn, the sketchy, the beautifully imperfect. I like that you can see the humanity in it. But when I am illustrating for a client that style shifts to serve them.