Petra Kemkova
Illustration Agent & CEO of Illustration Agency OWL

Having worked with many artists over the years for many agencies and brands, sometime I don’t realise how alienating might sound our jargon or as my mum says over and over: “Speak my language, dear.”

So my personal goal for this case study is to not only explain the process of working with an illustrator, but also explain difference between, sketches, drafts, roughs and rounds ;D

Case Study: Judit Zengovari for Harry's x Talkspace campaign


1 month



Harry’s is an American company that manufactures and sells shaving equipment and men’s personal care products via online and retail channels. The company is known for their subscription service where customers receive new razor blades, shaving cream, and other grooming products by mail. Harry’s is based in New York.

Illustration Agency: 

Owl Agency


Judit Zengovari

Project Overview: 

We were asked to create set of visuals for digital collaboration campaign between Harry’s and Talkspace. Follow this link to learn more. 

At Harry’s, we believe in better access to mental health care. That’s why we’re teaming up with @talkspace, an online therapy company, to create a series of posts designed to help you assess and prioritise your own mental health.

Drafts, roughs and sketches

… are essentially the same thing. When working with illustrator, it’s always good start to ask for drafts or ideas that are roughly sketched. Good collaboration can be achieved by the process where one can see options.

Idea A
Idea B

In this case, Judit gave the client two options on how to visualise “Back to social life”.

Client choose the jumping out of pyjamas idea, because it’s such a  lovely idea anyone can relate.

Idea A
Idea B

Amongst other sketches also two options on how to visualise “Stress around holidays”.

No one loves packing, but we all love holidays do-to lists, right?

Once you get sketches, you get...

1/ ideas in visual form – where you’re able to catch up possible meaning discrepancies between what you can read from the image and what you want to communicate.

2/ visual stylisation – tone of communication, it’s like whether you are being serious in a conversation or whether you used satire to lighten up the mood.

3/ position of objects – at this point a graphic designer can already place the image into the design to see how the layout came out.

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Incorporating feedback

Feedback is being incorporated in rounds. You comment on the draft, illustrator incorporates your changes, sends it back to you for a review. And the process repeats. Normal non-complicated process consist of one-two feedback rounds.

Requested changes could be anything from moving a leg to colour combinations – sometimes clients request their own “brand” colour palette, sometimes they need darker bg for better visibility of overlaying text.

And that’s how the illustration is born. Enjoy!

"Hi, I'm Petra, an illustration agent. If you feel like, you can get in touch with me to consult your illustration project."

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Thanks for your attention. And don’t forget to come to Owl Agency or Minty to create your illustrations.