Josh McKenna — London, UK

What mistakes or traps should young designers avoid when creating an illustration? “I would recommend spending more time on the idea than on the final artwork. A strong idea will shine through any illustration, and when happy with the idea, focus on a strong composition… only then would I begin to complete the artwork.”

London-based illustrator Josh McKenna uses asymmetric layouts, seductive curves and often oversized characters to create a world with a strong, distinctive colour palette, inspired by sunny coastal scenes.