How a Creative Agency Run by Illustrators Thrived for Thirty Years by Embracing a Unique Approach
When Darrel Rees established Heart back in the 1990s, he took an unconventional path: he continued to work as a practicing illustrator while simultaneously managing an artist agency. Fast forward three decades, and this choice continues to shape Heart's identity—an agency that proudly stands among the top illustration representatives in the UK. This distinctive approach may also explain why it has outlasted numerous competitors in the field.
To commemorate its thirty years of existence, Heart has released a beautifully crafted 134-page hardcover book titled "What Happened." Within its pages, 34 artists represented by the agency have illustrated pivotal events from each year since its inception.
Some artists chose to depict significant historical occurrences such as elections, cultural transformations, and technological advancements. Others opted for personal milestones that have greatly influenced their artistic journeys. The resulting collection of images creates a subjective timeline that reflects not only the artists' perspectives but also the broader narrative of the last thirty years.
However, the book conveys another important message that resonates with anyone involved in the challenging world of creative representation. Throughout the artwork, readers will find candid photographs capturing moments from agency parties, studio meet-ups, and exhibitions. These images serve as a testament to the vibrant culture Heart has intentionally nurtured since its founding.
This is far more than mere nostalgia; it documents a business model rooted in friendship, mutual respect, and the conviction that artists deserve control over how they are represented to clients.
The Legacy of Big Orange
Heart's origins trace back to Big Orange, a collective studio where Rees collaborated with nine other illustrators during the early 1990s. Big Orange was known for hosting warehouse parties, organizing exhibitions, and fostering what the agency describes as "a generally irreverent attitude toward the practice of illustration." When Rees launched Heart, he brought along seven members from Big Orange, motivated by a simple yet powerful idea: to create an agency that allowed artists to present themselves to clients on their own terms. At a time when many illustration agencies functioned as traditional gatekeepers, Heart sought to usher in a new era of representation that was fair and facilitated genuine communication between artists and clients, treating both parties as mature individuals capable of engaging in honest dialogues.
Three decades later, this foundational principle remains intact. The agency is currently led by four individuals, all of whom have backgrounds in illustration or graphic design: Rees, Amanda Mason (who oversees the New York office), Jenny Bull (who manages operations in London), and Helen Osborne (who coordinates both offices). Unlike typical agents who may have come into the business without any hands-on creative experience, these leaders are practitioners who genuinely understand the work because they have been immersed in it themselves.
A Distinctive Timeline
One of the most remarkable aspects of "What Happened" is what it consciously avoids. This isn’t a corporate publication aimed at attracting clients. There’s no mission statement or brand narrative included. Instead, it features the artwork: 34 unique artistic interpretations responding to the question of what mattered over the past thirty years.
Some artists captured monumental events like the fall of the Berlin Wall, the rise of the internet, and climate activism, while others chose to illustrate more intimate experiences such as the birth of a child, relocating to a new city, or grappling with personal loss. The book presents these diverse scales of significance side by side, suggesting that both historical milestones and personal journeys are equally influential in shaping an artist's practice.
Accompanying each year are three historical facts, a thoughtful approach the agency employs to "accentuate the positive" rather than dwell on every tragedy of the past thirty years. This choice reflects Heart's optimistic yet realistic house style: hopeful without being naive, engaged without coming across as overwhelming.
Why This Matters
In an industry where agencies frequently shut down and representation can often feel transactional, Heart's impressive three-decade journey merits attention. Some of the artists have been with the agency since its beginnings in 1994, while others are more recent additions. The high retention rate indicates that something is indeed working well.
Part of this success can be attributed to the agency's structure. Being run by active creatives allows Heart to grasp the nuances of the creative workflow in ways that traditional agencies may overlook. They understand how to balance commissioned projects with personal endeavors, recognize when certain opportunities might not be worth pursuing despite the financial incentive, and appreciate that artistic growth does not follow a straightforward trajectory.
Yet, structural advantages alone cannot account for Heart's longevity. It is clear that the agency has prioritized building genuine relationships, not merely as a branding tactic, but as a cornerstone of its operations. Heart describes the connections among its artists as characterized by "friendship and respect." In an industry where competition often overshadows collaboration, this philosophy represents a refreshing and radical approach.
A Foundation of Trust
"What Happened" makes this foundational philosophy visible. It is a book that could have only come from an agency where the artists have enough trust in one another to contribute work to a collective project without fully understanding how it would ultimately be utilized. Such a profound level of trust takes years, if not decades, to cultivate—it cannot be manufactured through clever marketing alone.
For creative professionals navigating their individual careers, Heart's milestone serves as a poignant reminder: the most enduring creative businesses are not constructed on ambitions for aggressive growth or polished positioning. Rather, they thrive on mutual respect, transparent dealings, and the belief that exceptional work will naturally shine through. With thirty years behind them, it's clear they may be onto something truly valuable.
