Verónica Grech creates bright, vibrant illustrations that are reminiscent of classic posters and children’s books of the 1950s. Based in northern Spain, Grech has created a stunning series of editorial illustrations for Ebony magazine, The New York Observer, The Washington Post, and many more publications. She has also illustrated several children’s books, and was the winner of the Association of Illustrators (AOI) 2015 award for Children’s Books New Talent.

Grech says “I love all Mid-Century modern graphic design.” And while her work reflects the simple, colorful aesthetics of much of that era’s illustration, it also has a sharp modern edge and a very contemporary energy and sensibility.

MY LIFE:
I live in a coastal town in the north of Spain. I’ve been working as a fulltime freelance illustrator for the past three years.

I enjoyed drawing when I was a child. It was my favorite type of play, but nobody encouraged me to do it and I didn’t receive training in the arts until I went to San Carlos University in Valencia.

I worked as a graphic designer for two years after my graduation. At the same time, I did a masters and seminars of illustration. After that, I started to work as a professor at a local university while I tried to start my career as an illustrator.

My husband was the catalyst for my illustration career. When I met him I was working as a graphic designer and he encouraged me to reach my goal of being an illustrator.

MY WORKSPACE:
Currently I have two studios. The first one is a typical modern office, where I work on my digital illustrations, and do all my office work. The second one is a studio in the old town. I use it to work without the internet and it is perfect to do creative work. It is a big floor shared with other artists—mostly landscape painters—and I am the only illustrator. In this studio I have my own independent room to work by myself, but I am still able to meet with people from time to time and talk about art.

HOW I MAKE MY ILLUSTRATIONS:
For commissioned works, I always sketch by hand with pencil and try to make simple and clear drawings because I want to make the process easy for the art directors.

Sometimes I use colored pencils to indicate the swatches that I want to use or do this step with digital software. I love to draw with natural light so if I have to re-sketch I use fine and transparent paper. After this, I scan the sketches and make the vectors.

I’ve also been experimenting with some new techniques and styles. My final art is digital, but two years ago I started to work with collage in my personal time. You need to pay a lot more attention when you are cutting paper. The movements with scissors can be dangerous, and you only have a few opportunities to cut a paper (and you can not do “command-Z”). Amazingly, cutting the paper is really similar to working with shapes and layers on the computer, but you have to use a much higher level of concentration. I usually share all these works on my Instagram account and this way I can have fresh feedback from people around the world.

MY FIRST BIG BREAK:
My “big break” was to meet my agent, Ella Lupo, in the USA. She discovered me by internet. At the time I had a basic portfolio with some personal work and a few little local assignments in Spain. She saw my website and asked to be my rep. She got me really good clients like The Washington Post and Boston Globe and a year later one of these assignments won a series of awards from American Illustration, Communication Arts, and the Society of Illustrators. These awards gave me confidence, made me feel like a professional, and gave me strength to improve myself.

MY INFLUENCES:
I really enjoy and love all Mid-Century modern graphic design. I love vintage and retro style posters and covers. Also the artists Will Barnett, Tom Eckersley, Yiannis Moralis, Edward McKnight Kauffer, Lora Lamm, Peter P. Plasencia, John Brandt, Martin and Alice Provensen, and Vintage Advertising of Shiseido (there are a lot of examples on Pinterest).

MY MOST ADMIRED CREATIVE PERSON:
Without hesitation, I admire the architect Frank Lloyd Wright—his tenacity and his belief in his own work. Architecture is one of my passions.

MY CREATIVE INSPIRATION:
My influences come from everywhere. I love to explore out of my studio, away from my computer and the internet. I love cinema, architecture, and especially fashion design and fashion photography. Frequently, I find in these areas the best creative inspiration.

I love the work of photographers Richard Rutledge and John Rawlings. Their works have influenced my color palettes, which are very important for me. Color is the best way to communicate. Sometimes it is more important than the composition, the drawing or the scene.

THE BIGGEST CHALLENGE OF WORKING ALONE:
My biggest challenge is to find time to develop personal projects.

A MEMORABLE ASSIGNMENT FROM THE PAST YEAR:
From my point of view, all projects are important, all assignments teach something and all works help to improve my skills. At the moment, my favorites are recent illustrations for The New York Observer, Ebony magazine, and Principia.

DREAM ASSIGNMENT:
All assignments are special for me, because I like the fact that people trust in my work. But a cover for The New Yorker would be great.

MY FAVORITE ART DIRECTOR:
The New York Observer team is fantastic. I work very often with Lauren Draper and she is a great professional. But I have been working also with great people at The Washington Post (Michael Johnson) and Boston Globe (Jacqueline Berthet) who gave me great points of view to improve the work. I also enjoy working with Lynnette L. Galloway at Ebony magazine.

SOME OF MY FAVORITE ILLUSTRATORS:
Works of Charley Harper, Lora Lamm, Mary Blair, Miroslav Sasek…

OTHER WORK:
Currently, I am working in some packaging projects and catalogues for several industries. I also make screen prints and am always working in my sketchbooks.

HOW I STAY CURRENT:
Honestly, I have been working in illustration for such a short time that I haven’t needed to think about staying current or reinventing. I am still discovering myself.

HOW I PROMOTE MYSELF:
I usually take part in competitions, I have an agent, Ella Lupo at Purple Rain Illustrators, and I love social media. Instagram is a great way to get to know other illustrators and a good means of promotion.

ADVICE FOR SOMEONE STARTING OUT:
Work, work, and work.

See more Verónica Grech illustrations, new work, and updates here:
Verónica Grech website
Purple Rain Illustrators website
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