Industry Spotlight: Q&A with Watercolor Wizard, Maizie Clarke

In the realm of artistry and creativity, few possess the ingenuity, charm, and pure hilariousness of Maizie Clarke. As the owner of a small business specializing in custom illustrations and products for brands and businesses, Maizie's journey and process are as inspiring as her work.

I sat down with Maizie to dig into her creative process, uncover some valuable advice for aspiring artists, and get a sneak peek at some of her new, exciting projects and collaborations.

JM: Tell us a little bit about your artistic journey. What drew you to creating for a living?

MC: I own a small business that creates products and custom illustrations for brands and clients. The custom product side is more focused on clients who have shops or online stores and want a custom line. I’ve worked with distilleries, boutiques, museums, stores – it’s typically someone who has a clear idea of what their overall motif is.

I’m drawn to the creative problem-solving aspect of it … I’m a passionate problem solver. It's not necessarily about the artwork that I want to create, it's the problem that my client wants to solve. It’s a little like being a detective and uncovering their needs and figuring out how to interpret them.

I love creating artwork, but the thing that really makes me happy is when the outcome feels like you're slipping into a shoe that fits really well. I’m so proud when I can develop something that fits the need that maybe someone thought wasn’t possible.

JM: How would you describe your artistic style?

MC: I'm a trained designer, and I actually got into watercolors in graduate school in my design program. I would create ink drawings of floor plans or renderings. To soften them, I would add watercolor. I like the duality of that harsh, crisp line with the watercolor. My style is rooted in precision, but the watercolor adds a charming whimsy.

JM: You've collaborated with various brands and organizations to create custom illustrations. Can you walk us through your creative process when working on a custom project?

MC: I always want to keep the goal in mind. It doesn't really matter what I want to create. It's what they want me to create.

For example, I did a silk scarf for the Olmstead Parks Conservancy. They wanted a scarf that not only showcased some of the parks, but also some of the flora and fauna. When we started, we thought that the central part of the scarf was going to be a map. After diving in, it got too busy.

So, we went back to the drawing board and I met with one of the horticulture specialists to better understand the things that were more specific to Kentucky. We made a list of all the wildflowers, fungi, insects, and all the things that are very typical for this region. In the corners, we showcased four different parks. While I went in thinking that it was going to be detailed, illustrative map, it really wasn't about that. It was more about evoking the feeling of the parks than the actual parks themselves.

The goal for that project was not only a Board of Trustee gift, but also as a fundraiser, too. I encourage people to think about how the work might be repurposed.

It's a product that I'm super proud of. 

JM: For aspiring artists, what tips or practices would you recommend for honing their craft or building a successful art business?

MC: Look at where what you like and what you are good at overlaps with what people will pay you for. Then, be open to the possibilities. I liken it to a solar system, where it's not all the same, but they are all similar and correlated. You have the bigger planets in the solar system, right? Maybe are bigger revenue drivers, but they're all moving together.

JM: Do you have any rituals or routines that help you tap into your creativity?

MC: There's a quote, “Inspiration exists, but it has to find you working.”

I love finding inspiration from an analog point of view. I love libraries. I love old books. I love old magazines. I love museums. I think that there's something fun about walking through the library and picking up a book and going through it.

Also, this is so weird … but sometimes before I go to bed, I give my brain an assignment. Give it a simple assignment and then you cannot think about it anymore. You must go to bed. It goes wrong if you're lying in bed trying to figure it out. Go to bed and let your brain work. It has to be a problem you're wrestling with and mulling over. Many times, I’ve woken up with the answer.

JM: When faced with creative blocks or challenges, what strategies to use to overcome them and keep the creative juices flowing?

MC: One of the things that I do is set a timer for 15 minutes to work on something. With that amount of time, you kind of assume nothing is going to happen, so it puts less pressure on your brain to figure everything out. It helps me get started.

JM: Are there any exciting projects or collaborations that you're working on that you can share with us?

MC: In 2022, an art director from Harper Collins approached me to do illustrations for a book cover and that book is coming out in May 2024!

I'm also working on Reese’s Witherspoon’s clothing brand’s (Draper James) birthday again this year. A couple years ago, I worked with them to do some birthday graphics and illustrations and animation and they have come back! It's so fun.

I have a bunch of different scarf projects, one for boutique in North Carolina, one for a historic property here in Kentucky, and another one for a boutique here. It's so fun, having a variety that I jump around to work on.

JM: Any parting words of advice?

MC: Be open to the possibilities … in your career, in your business, and in your art.