The Creative Process
Image: Brainstorming future Baby Paws pieces
The Creative Process: From Inspiration to Emotional Connection
Every piece of art begins with a spark of inspiration, but the true magic happens when those ideas are nurtured, refined, and brought to life through a thoughtful creative process. For me, each art series represents a journey that begins with brainstorming concepts and exploring the psychology behind the subjects. Having spent many years in brand leadership roles within the corporate world, I bring the same strategic thinking and intentionality to my artistic creations that I did when building a brand. Every piece of art needs to be more than just visually appealing—it must be anchored in something deeper, something that resonates emotionally with the viewer.
Image: The toughest part of the creative process by far is conceptualising our Art series
The Power of Conceptualizing
The creative process often starts with a concept or an idea that sparks curiosity and excitement. In art, just like in brand development, having a core idea gives the work purpose and direction. The concept is what gives life to the piece, transforming it from a simple visual into something with meaning, depth, and emotional impact. This is why I take a lot of time to carefully consider what each series will represent, how the subjects will engage with the viewer, and how they will make the viewer feel.
In my work, psychology plays an important role. I choose subjects and themes with the intention of creating emotional connections. For example, the Cool B's series was born out of the idea of anthropomorphism—the attribution of human traits, emotions, or intentions to non-human entities. I wanted to bring life to the humble bee by giving each one its own personality and emotional depth. Busy B became the hard worker, always on the go, while Grumpy B embodies frustration, a feeling we all understand too well. By humanizing the bees in this way, I not only gave them life but also invited viewers to connect with them on a personal level. The bees are no longer just insects; they are characters we can relate to and, in some ways, see ourselves in.
Image: Archers drawing pad to draft concepts
Emotional Connection Through Baby Paws
Similarly, my Baby Paws series taps into another powerful psychological trigger—the maternal instinct. The image of a tiny, defenseless baby animal curled up in the fetal position naturally invokes feelings of care, love, and protection. For me, this imagery holds a deeply personal connection. I can still remember the feeling of having my children, Georgie and Noah, as tiny babies sleeping peacefully on my chest, curled up in the fetal position. That profound sense of care and tenderness I felt then—the deep instinct to protect and nurture them—is something that continues to shape my work.
The Baby Paws series channels that same protective instinct and brings it into the art. Each piece features a baby animal curled in that familiar position, their vulnerability and innocence captured in a way that triggers those universal feelings of love and care. To strengthen this emotional connection, each piece features a hyperrealistic paw print created by my daughter, Georgie, that closely resembles a child's handprint. The connection between the delicate animal and the child’s paw print goes beyond symbolism—it encourages the viewer to reflect on their own nurturing instincts.
The Baby Paws series isn't just about the cuteness of baby animals—though that certainly plays a role. It's about invoking an emotional response from the viewer. The moment they see a baby wallaby or a sloth in its peaceful, curled-up state, there’s an automatic connection that transcends just appreciation for the art. It’s a call to care for the vulnerable, to embrace the feeling of protection and tenderness that’s innate in all of us. These intentional emotional cues are a core part of why this series resonates with people on such a deep level.
Image: Baby Sloth
The Balance of Emotion and Concept
Each piece of artwork I create is carefully thought out, not only in terms of its visual appeal but also its emotional depth. The challenge is to find that balance between beautiful execution and conceptual meaning. Art is about more than just aesthetics—it’s about communication. Through my work, I strive to create pieces that speak to the viewer’s emotions and allow them to connect with the subjects in a way that goes beyond the surface. The use of anthropomorphism in Cool B’sand the maternal instinct in Baby Paws are just examples of how art can tap into universal emotions, making the viewer feel something deeper than just admiration for the technique or style.
The emotional connection to the art is what makes it timeless and memorable. Whether it’s the fun, human-like qualities of the bees or the maternal warmth evoked by the baby animals, every piece carries an emotional weight. And that’s what makes my creative process so fulfilling—the ability to create artwork that resonates and stays with people long after they've seen it.
Image: I’m most comfortable once concepts and series ideas have been established and drawing begins
Crafting the Story Behind the Art
Each series I create is built on a strong foundation of conceptual thinking, but it’s the psychological and emotional connections that breathe life into the work. It’s about more than just creating something visually stunning; it’s about telling a story that connects to the viewer’s heart and mind. By embracing these emotional cues, I’m able to craft artwork that doesn’t just sit on a wall but also lives in the viewer’s thoughts and feelings, creating a lasting bond between the art and the audience.
Whether it’s through the human-like qualities of the bees or the maternal warmth of the baby animals, the creative process for each series is deeply rooted in psychology and the desire to create something that goes beyond the surface. The beauty of art is that it’s not just about what you see—it’s about what it makes you feel, and that’s the true essence of what I aim to capture in every piece.
