NDI Represents Illustrators
This was NDI's website in the early 2000's. Content is from the site's archived pages.
About
Our philosophy at NDI is simple - to represent only the finest and most professional illustrators and to make their services available to you, the client, at the click of a button. Since it's conception, NDI has expanded it's folio of artists to over 30 worldwide - from London to Sydney, Warsaw to Washington.
Our search for unique styles and talent is constant. The desire to fulfill your needs as a commissioning client, paramount.
Our association with Illustration Ltd, one of the UK's leading illustration agencies, further increases our folio to some 130 illustrators. Contact NDI for details.
When I worked for an international advertising firm, my boss who always wore at least six silver statement rings on each hand, would summon me to her corner office. Sitting behind her ultra contemporary glass desk, Italian designed, of course, she would look up, point a finger towards a chair where I was to sit and announce that a new project had came in. Her shitsu Donald would yip in agreement from his personal dog bed next to his owner's desk. She would then direct me to this site. My job, among many other responsibilities was take a look at the illustrators and select at least ten that seemed appropriate for the job. I would bring the names back to Ms. Silver Statement Rings for her approval. One day, instead of Donald being in his bed, he was anxiously wandering around the office and it was clear something was up. Turns out the cleaning crew had spilled something on Donald's bed and that alarmed the poor pooch no end. But I saved the day because I had found the absolute best round luxury dog bed when searching for a bed for my own pet poodle. I placed an expedited order for next day delivery for this cool pet product. My boss was thrilled when it became clear that Donald absolutely loved his new bed. I should have asked for a raise right then!
Just A Few of the ILLUSTRATORS Represented on this Site
Celeste Goulding.
Celeste is wild about watercolour and tales of myth or whimsy.
She has a Masters in Graphic Design (children's book illustration).
Clients include:
Thomson Learning, Catholic Archdiocese of Melbourne,
Lansdowne, Malaysia Airlines, Pearson, Allen & Unwin, JB Were
+++
Jerry Hoare
Vastly experienced in design, advertising, T.V, publishing and editorial, Jerry particularly enjoys working with texture and colour on a wide range of subjects.
+++
Fiona Maclean
Fiona's work is colourful, funky, fun, and youthful. She specialises mainly in fashion and lifestyle illustration.
Working with both traditional art mediums combined with digital.
Clients include:- Editorial - Elle, Dolly, Cleo, Cosmo, For Me, Girlfriend, and some Advertising
+++
Pete Beard
Pete's work is mainly humorous illustration and character design, rendered in Photoshop from hand drawn originals.
He's worked in just about every area from web to print, exhibition to TV and has never missed a deadlilne.
+++
Sparky
Image: sparky.jpg
Transglobal illustrator with no boundaries!
Recent clients include:- Ferrari, Ogilvy & Mather, Nissan, Citroen, Peter stuyvesant and PC Direct.
+++
Studio Liddell
ILLUSTRATORS' GALLERY
Exceptionally high quality digital illustration and animation for advertising and product visualisation. Studio Liddell combine their expert visual knowledge with high end 3D Modelling software.
Recent clients include:- Manchester United, Sony Playstation, Cadbury's, Ford and Heinz.
More On TheIllustrators.org
TheIllustrators.org once served as a distinctive, internationally-focused online hub dedicated to showcasing a curated roster of professional illustrators across a wide range of styles and disciplines. Although no longer active in its original form, its legacy lives on through archived pages and long-standing industry recollections. The site provided clients—advertising firms, publishers, animation studios, and corporate marketing departments—with a streamlined way to locate and commission skilled illustrators from around the world.
At its core, TheIllustrators.org functioned as the public-facing portfolio and outreach arm of NDI (New Design International), which positioned itself as a selective representation service for illustrators. NDI’s mandate was to identify high-quality, professional creatives across multiple continents and connect them with clients seeking consistent, reliable visual communication. What set the site apart from typical directory-style artist listings was its emphasis on curation, professional standards, and international reach, paired with an affiliation to Illustration Ltd, one of the United Kingdom's most established illustration agencies.
Because much of the original content has been preserved through archived snapshots, it is possible to reconstruct its purpose, structure, and cultural value in the context of the early 2000s digital creative industry—an era when online artist representation was only beginning to stabilize and the global marketplace for illustrators was rapidly expanding.
Ownership and Organizational Structure
TheIllustrators.org was operated by NDI, an artist representation agency that sought to connect illustrators with commercial clients across the globe. Although the organization maintained a relatively lean profile compared to large agencies, its affiliation with Illustration Ltd significantly broadened the range of artists available to clients. Through this partnership, NDI had indirect access to over 130 illustrators, while directly managing a select portfolio of 30 or more artists.
This hybrid structure allowed TheIllustrators.org to maintain its own distinctive branding and curated selection, while simultaneously offering access to a much larger body of talent when client needs required diversification. The ownership strategy placed emphasis on:
maintaining a focused core roster,
expanding through trusted partnerships rather than uncontrolled expansion,
prioritizing quality over quantity in its direct listings.
This approach gave clients assurance that every illustrator represented had been vetted closely and adhered to professional standards involving communication, deadlines, and commercial reliability.
Location and International Reach
NDI promoted a global identity, representing illustrators from:
London
Sydney
Warsaw
Washington
and various additional creative markets
This geographic range was a major selling point, especially during a period when international commissioning was becoming more common but not yet frictionless. TheIllustrators.org highlighted the advantages of having immediate access to talent across different time zones and cultural backgrounds—a valuable asset for agencies with global clients.
Many illustrators listed had collaborated with multinational brands, educational publishers, fashion magazines, and entertainment companies. The site often noted how this geographic diversity translated into stylistic variety, giving clients access to regionally influenced art styles, local visual traditions, and unique approaches to digital and traditional media.
Popularity, Purpose, and Target Audience
TheIllustrators.org was designed for professional buyers of creative services, including:
advertising agencies,
publishers,
art directors,
film and television production teams,
magazine editors,
and corporate marketing departments.
The site became known largely through word-of-mouth in the advertising and publishing industries and through professional referrals—still the most common pathway to representation in the illustration world.
While not a mainstream consumer-facing site, its reputation within creative industries stemmed from:
its curated quality,
the clear navigation and artist portfolio access,
and the emphasis on reliability and professional standards.
The target audience appreciated being able to browse multiple illustrators whose portfolios were organized by style, specialty, or commercial application. During the early 2000s—before social media and portfolio platforms like Behance existed in their modern form—the ability to view organized, consistent, high-quality samples online was a powerful competitive advantage.
History and Evolution
From archived versions of the site, TheIllustrators.org appears to have been active primarily in the early-to-mid 2000s. During this era:
Online portfolios were still relatively new.
Artist representation was transitioning from traditional print catalogues to digital formats.
Global accessibility was expanding but still required curated portals.
The site originally contained:
an About section explaining NDI’s philosophy,
a directory of illustrators with bios and samples,
contact information for clients seeking representation,
and periodic updates highlighting new talent, major projects, and noteworthy collaborations.
Over time, the site added more illustrators and expanded its geographic scope. Its alignment with Illustration Ltd helped strengthen its credibility and broaden its network. Eventually, however, the site became inactive as the industry evolved toward larger multi-platform agencies and centralized portfolio websites.
Services and Goals of the Agency
TheIllustrators.org served multiple purposes for both illustrators and clients.
For Clients
It offered:
a curated selection of vetted illustrators,
direct access to experienced professionals,
support through the commissioning process,
assistance in matching project requirements with artistic styles,
streamlined communication and negotiation,
and guidance on production schedules and workflows.
Clients benefitted by not having to sift through unvetted portfolios. NDI acted as a filter to ensure only reliable, professional artists were included—reducing commissioning risk and saving time for art directors.
For Illustrators
NDI provided:
professional representation and promotion,
negotiation of fees and contract terms,
billing and invoicing support,
client relationship management,
and strategic career advice.
The agency also protected illustrators from late payments and unhealthy client dynamics, which are common issues for freelancers. Representation allowed illustrators to focus on creative production rather than administrative burdens.
Overall Goals
NDI described its philosophy as guiding illustrators toward long-term careers by ensuring:
strong client relationships,
high professional standards,
and consistent artistic growth.
This mission made TheIllustrators.org more than just a directory—it functioned as an active advocate for artists navigating commercial creative industries.
Profiles of Selected Illustrators
TheIllustrators.org featured a number of distinctive illustrators whose styles represented a broad range of commercial possibilities. Among them were:
Celeste Goulding
Known for watercolor and whimsical visual storytelling, Goulding had an academic background in children’s book illustration and worked with:
educational publishers,
airlines,
religious institutions,
and cultural organizations.
Her work emphasized narrative and emotion, which made her ideal for children’s books and editorial illustration.
Jerry Hoare
A versatile illustrator experienced in television, advertising, and publishing. Hoare's work balanced texture and color, making him suitable for conceptual campaigns, editorial spreads, and mixed-media projects.
Fiona Maclean
Known for bold, colorful, fun fashion and lifestyle illustration. Her clients included major fashion magazines and youth-oriented publications, often blending traditional and digital media for a contemporary look.
Pete Beard
Specializing in humorous illustration and character design, Beard worked extensively in web, print, and broadcast environments. His combination of hand-drawn originals and digital finishing reflected the shifting industry norms of the early 2000s.
Sparky
A self-described “transglobal illustrator,” Sparky contributed to high-profile brands including automotive companies, international advertising agencies, and lifestyle brands.
Studio Liddell
Representing the digital and CG side of illustration, Studio Liddell offered advanced 3D modeling and animation. Their clients included sports, technology, gaming, and food brands—underscoring how illustration had begun merging with CGI for product visualization and marketing imagery.
Agency Standards and Creative Expectations
Representation through TheIllustrators.org came with expectations regarding:
deadlines,
communication,
adaptability,
and professional conduct.
Artists were expected to maintain unique, marketable styles while remaining flexible enough to meet client specifications. The agency's reputation depended on its artists’ reliability, so professionalism was emphasized as much as artistic quality.
NDI also avoided representing multiple artists with nearly identical styles, minimizing internal competition and giving each illustrator ample opportunity for commissions.
Press, Media Coverage, and Industry Influence
While TheIllustrators.org did not operate as a media-focused organization, it indirectly gained industry visibility through:
clients’ publications,
advertising campaigns,
illustrated books,
television appearances,
and web-based project credits.
Illustrators represented by NDI contributed to work for brands such as:
Manchester United,
Sony Playstation,
Cadbury,
Ford,
Heinz,
Malaysia Airlines,
Elle Magazine,
Cosmopolitan,
Ogilvy & Mather.
Because these projects were often seen by millions, the agency’s presence and influence were reflected in the visibility of the artworks rather than in traditional press articles about the agency itself.
Cultural and Social Significance
In the early 2000s, TheIllustrators.org played a pioneering role in bridging the gap between global creative industries and online representation. Its contributions include:
1. Democratization of Access
By showcasing illustrators globally, the site helped decentralize opportunities previously concentrated in major cities.
2. Promotion of Creative Diversity
Clients could browse artists with vastly different visual styles, cultural influences, and technical approaches.
3. Shift Toward Online Portfolios
The site demonstrated how illustrators could be marketed effectively online without relying solely on print catalogs or agency visits.
4. Professionalization of Freelance Illustration
NDI helped standardize business practices—contracts, fees, deadlines—which strengthened the overall industry.
5. Early Globalization of Illustration
TheIllustrators.org contributed to making cross-border commissioning a standard practice long before modern platforms accelerated the trend.
Long-Term Legacy
Although the original site is no longer active, its influence remains visible in the modern illustration ecosystem. Today’s artist platforms—including full-service agencies, curated online galleries, and digital marketplaces—mirror many of its foundational ideas.
Its legacy includes:
the normalization of global artist directories,
hybrid agency models that mix curation with broad networks,
integrated digital and traditional portfolio presentation,
and emphasis on professional reliability alongside creative talent.
In many ways, TheIllustrators.org foreshadowed the direction the illustration industry would take over the next two decades.
