With projects ranging from illustrating children’s books to creating patterns for home goods, Sarah Watts is not only an illustration ninja, but a skilled business guru. Having always had a passion for drawing and hailing from the Ringling College of Art and Design (with a boatload of awards to her name), Watts cranked out patterns and images in the corporate circuit, first at locally-based children’s apparel brand Carter’s then later at stationery company International Greetings, before realizing her dream of becoming an independent illustrator.
Since then, using the skills she learned in the corporate arena and relying on her self-proclaimed habit of creating 24/7, Watts can be found illustrating pieces for her local shows at Paper Ghost Studios, collaborating with the ladies of Cotton + Steel on new fabric designs and working out new illustrations and patterns for her plethora of licensed products.
A true inspiration to the artist meets business(wo)man, Watts will not rest until a shark eats her or she is abducted by aliens (her words). Here, we talk to the artist about the inspirations behind her illustrations, some of her favorite local projects, and her advice on how to self-promote.
CommonCreativ: How did you get into illustration?
Sarah Watts: I’ve been drawing since I was a kid—it was always a little obsession of mine. I knew I was going to be an artist someday. I guess I just never realized that I could make a good living at it until I went to school. I loved illustration because it was a venue to tell stories with art—it has an inherent narrative aspect to it that I really connect with. So in high school I went to a technical school for commercial art for half of my school day and that was where I first realized the full potential of the industry. I went to Ringling College when I graduated high school and got a BFA in Illustration.
From The Cavendish Home For Boys And Girls
CC: Your works have quite a range, from fashion to spooky. What inspires your designs?
SW: Nature inspires most of my imagery. I spent a lot of time in the woods and in gardens growing up. It was a therapeutic element for my family. My fascination with spooky stuff comes directly from childhood. My dad was born on Halloween so it was a favorite holiday in our house growing up. He used to take me and my brothers and my mom to cemeteries for fun and he would tell us fictional stories about the people buried there. We also lived in a few haunted houses. Flash to today and I am still into all that stuff, in a more novelty sort of way. Believe it or not, I am a big wimp when it comes to scary movies. I can’t watch them. The fashion aspect in my work is inspired by narratives. I think fashion is such a perfect vehicle to express a character in a story.
CC: Tell me about you and the ladies of Cotton + Steel. How did that venture begin? How is the creative process different?
SW: The best way to hear our story is to watch our video on how we got started. As far as my part, I really loved fabric design and wanted to be a part of a bigger element in the industry. Being a co-founder of Cotton + Steel has satisfied that more than I could have imagined. The difference in designing fabric versus illustration projects comes with the sewing industry specifically. It is a very collaborative effort to design fabric and then have the end user make their own project out of your designs. That connection with your consumer is so special, and very hard to imitate in other creative industries. Also, with our company in particular, we actually design all of our work together in collaboration.
Photo by Greg Miller
CC: What do you enjoy most about what you do?
SW: The schedule thing is the best part for me. I can be a grumpy rollercoaster of creativity. I had a really hard time making art in a corporate environment because of the demand to be doing something all day every minute. I can get way more done in five or six half-hour increments than I could having to be using eight hours of a work day to make a project come to life. I think creative brains operate so much better when we can do it our way within parameters.
CC: How do you promote yourself? What tips do you have for artists like yourself to do the same?
SW: Boy, that’s a tough one. I’ve been working at this for years now and have found many things that work and don’t work. But I think the biggest thing is to make a lot of good work and get it out there. Having a website should be standard, and I also find that Instagram is an amazing way to connect your work with fans. Also, always be making and learning. Be a student of life. Perfect a voice in your work that people will approach you specifically for, and an authentic one at that. I also find that face time has always been one of my best ways to get work. People remember a person longer than an email. I have made visits to NY and my agent set up appointments for me to meet with publishers face to face. I have also exhibited at Surtex for two years. It’s a big trade show for surface design in NYC.
CC: Do you have any new projects in the works?
SW: Yes! I’m working on two picture books that are a part of an ongoing series for babies through my book agent, Red Fox Literary, and I’m making new collections for Cotton + Steel. I’m also talking to a client about some home goods for fall!
CC: What are some of your favorite spots in Atlanta?
SW: For fun, I love being outside pretty much anywhere in the city—we have amazing greenspace in Atlanta. I also love all of our antique and thrift stores. Paris on Ponce (especially their Moulin Rouge room), Highland Row Antiques, Kudzu Antique Market, Decatur Estate, Value Village and all of the little places you happen upon outside of the city. I love driving up to the Blue Ridge. I also frequent the new Binders [store] on North Avenue, haha. Oh, and for coffee: Octane, Dancing Goats and Condesa. Let’s do all of it.
Studio | Photo by Scott Cormack
CC: What are some of your favorite Atlanta-based projects and artists?
SW: I love the Living Walls projects in Atlanta. To see giant, well-curated art on buildings is so awesome. As far as artists…I mean, I love all of my art friends here for different reasons. I will say that I especially love art that makes you feel good. I see street art around the city that says nice things.
CC: What do you think of the city’s creative scene right now?
SW: I think it’s a really fun time to be [here]. The creative folks here are starting to put us on the map, and having things like Creative Mornings, Living Walls, Foster and all the fun new companies sprouting up is really special. I am much more interested in an evolving creative scene than one that has been solid for decades. I feel grateful to be a part of that here. We’ve always had creatives, but there is something really magical coming together right now in ATL. All of the city projects, uniquely themed small businesses, the collectives, oh my. It is awesome.
You can view more of Sarah Watts’ work on her site.
