Nonprofits love words. You do a lot of long-form explaining. Don’t get me wrong, words are important, but stories are more effective when they are accompanied by images. Our audiences have different ways of processing information—there are people who learn by reading and writing, others are visual learners (images, video), auditory learners (listening), or kinesthetic learners (tactile, experience-based). If you want to reach more people, you need to accommodate these different learning styles.
I happen to be primarily a visual learner. Images help me connect the dots in stories and engage my imagination. Illustration has always been close to my heart. In fact, both of Hyperakt’s partners—Julia Zeltser and myself— were Illustration majors at Parsons School of Design. To this day, those visual storytelling skills serve us well in our branding and communications work.
We often work with nonprofits who are interested in bringing illustration into their visual language, so nonprofit creative leads, this article is for you. You’ll find some helpful tips to help you make the case for commissioning impactful illustrations. You’ll also be able to download our free Illustration Commissioning Guide. This practical how-to document unpacks our step-by-step process for ensuring your collaborations with illustrators yield beautiful, impactful work for your organization. The guide also features a link to a collection of some of our favorite illustrators.
Why Illustration?
Illustrations can evoke emotions and open our minds and hearts in a way that words and photos often can’t. They allow you to communicate ideas and situations that are either too sensitive, too complex or simply impossible to capture in photographs.
Illustrations are great for representing diverse communities. Sometimes, that means depicting very specific identities, and in other cases, it can mean depicting people in more broadly abstract ways that feel inclusive and relatable to people regardless of their identity. This flexibility allows nonprofits to tell stories that reflect their audiences and imagine brighter futures for the people they serve.
Original illustrations are also great at setting your organization apart. A well-made illustration is designed with your brand’s colors, tone, and vision in mind, creating an extension of your visual identity. Over time, these visuals make your organization and its unique story stand out with your audience.
Finding the Right Illustrator
When you find the right illustrator—someone who can turn complex ideas into beautiful, relatable images—it’s like magic. A whole world of imaginative storytelling opens up. I experience it every time I commission Merit Myers to bring our Insights articles to life with his stunning illustrations.
Choosing an illustrator is more than just picking a style you like. It’s about finding someone who understands your brand’s voice and values. Do their past projects reflect a sensitivity to diversity? Are they versatile and adaptable? Perhaps most important, do you feel a sense of creative chemistry?
Working with the right illustrator can open new doors to convey your organization’s message. Their ability to interpret your ideas and creatively bring them to life is what transforms a good illustration into something that connects deeply with your audience.
The Importance of a Strong Process
Commissioning illustration is a creative and collaborative process requiring exceptional communication. Think of it as translating your ideas into another language—one made of shapes, colors, and lines. Without clarity, that translation will be fuzzy and frustrating.
Providing the right amount of background information—about your organization, your audience, your communication objectives, via a creative brief—is key. Too much detail can overwhelm or box in your illustrator (looking at you, nonprofits), while vague instructions leave too much to interpretation. The sweet spot is giving enough guidance to inspire them while leaving room for their expertise to shine.
Illustration is an iterative, collaborative process of shared creativity. It requires mutual respect. Clarify expectations upfront, but trust your illustrator’s talent—that’s why you chose them. Their perspective is what makes the work unique.
Why Now is the Time for Illustration
Nonprofits work to create change, but change requires imagination. Illustration helps you connect in memorable ways that expand possibilities.
Investing in illustration isn’t just about looking good. It’s about creating a visual language that expresses your story with nuance and depth. It’s about being seen and remembered, not just noticed.
Free download: Hyperakt’s Illustration Commissioning Guide.
This essay is by Deroy Peraza, partner at Hyperakt, a purpose-driven design and innovation studio that elevates human dignity and ignites curiosity. Originally posted in the newsletter, Insights by Hyperakt.
Header illustration by Merit Myers.
