Balancing art and business: Lessons from illustrator Russell Abrahams

From saying no to the wrong projects to making LinkedIn your best friend, Russell Abrahams shares his lessons on turning a creative passion into a successful business.

From freelancer to business owner

He knows this trajectory is not unique. People sometimes prioritise creativity over spreadsheets. But as he points out, sustainability requires balance: The same energy poured into the work must also go into managing the business side.

He knows this trajectory is not unique. People sometimes prioritise creativity over spreadsheets. But as he points out, sustainability requires balance: The same energy poured into the work must also go into managing the business side.

Defining success

For Russell, success is about keeping the studio alive and thriving. That means securing consistent work, meeting responsibilities, and still enjoying the process. Financially, he sets goals based on the kind of personal life he wants to live. Creatively, he makes space for personal projects that not only fuel his own expression but also keep him visible on social platforms, often leading to new client opportunities.

On pricing and value

When it comes to navigating commercial spaces, he’s learned that fairness trumps ego. “Pricing based on ego never works. Being fair across the board is the best way to build long-term relationships. I’ve noticed that clients with massive budgets don’t always come back, but the ones who value fairness often become repeat clients. That kind of mutual respect creates win-win situations.”

Balancing creativity and commerce

When asked how creative freedom can be protected while still meeting client expectations? Russell says, “Sometimes it isn’t, and that’s okay. We have to separate work from art. Commercial illustration won’t always be fun or inspiring. Some briefs are just boring. But taking on those projects can give you the peace of mind and financial freedom to pursue the personal work that lights you up.”

Advice for emerging creatives

Russell doesn’t sugarcoat the realities of starting out. He advises keeping a 9-5 while building a client base, respecting money early, and working harder than the next person. Mentorship can help you skip some of the more painful lessons, while curiosity and play will keep you growing.

One piece of advice he wishes he had learnt sooner? “Learning to say ‘no’ is something I wish I had mastered earlier. Turning down the wrong projects gives you space to focus on the right ones.” And while creatives often overlook LinkedIn, he stresses its importance: It’s not just for corporates. It’s a freelancer’s best friend.

The power of community

At the heart of it all, Russell credits collaboration and connection as vital to a long-term career. “Community is everything. Collaboration and connection make the journey feel less lonely. Your peers help you measure your progress, understand the industry, and give you space to laugh at the ups and downs along the way.”

As a previous mentor for the Artist Alliance Incubation Programme, Russell Abrahams has helped guide the next generation of creatives in navigating challenges he himself once faced.