Flo Crowcroft
website | instagram | vimeo | etsy
Flo Crowcroft is an illustrator and animator, recently graduated from the Arts University Bournemouth with a BA (Hons) Illustration (Animation) degree.
Flo's portfolio is multidisciplinary as she creates varied illustrations, animations and photography. She thrives on combining digital and analogue techniques to create fun and unusual compositions, often inspired by written text or personal experiences.
Her work draws inspiration from traditional artists from the Renaissance and Pre-Raphaelite eras, particularly the likes of Millais and Botticelli. She merges these sources of inspiration with a modern style and approach.
Flo recently started an Etsy shop where she is selling digital prints, riso prints and a couple of embroidered pieces. As well as stand-alone illustrations, she also makes prints from stills of her animated films. A new venture she's excited to begin is commissioned portraits which will be launched within the next couple of months.
“It's important to take time to re-centre on the heart of your business and enjoy the process of making a product that you love."
Tell us about your path to setting up your business and what motivated you?
Though I've been creating art since school and throughout my degree, I recently started becoming more confident and serious about my artwork and transforming my skills into more than just a hobby that I love.
In March of this year I set up an Etsy shop where I am beginning to sell prints of my illustrations. I am keen to grow my selection of prints to sell within the next couple of months and I am keen to make a name for myself both locally and worldwide.
Though it would be ideal to be able to solely rely on my artwork as a career, my primary motivation is creating work I love, hearing appreciation for my animated films and seeing my prints hanging in people's homes.
How do you work and what is a typical day like for you?
Each day is varied for me as I am working hard on creating illustrations and animations to add to my portfolio, grow opportunities for paid projects and increase my audience to get my work seen by more people.
As well as working on my own passion projects and sending out Etsy orders, I also have regular commissions by some small local businesses ranging from in-house photography, videography, editing and marketing.
I have also recently taken on an internship with local design agency Üs Creatives which gave me great experience of working full time in a design company in a team of inspiring creative people.
I love having lots of different activities going on as it keeps me driven and energised.
What are the best parts about your business?
In terms of my artwork, my favourite part of the creative process is seeing the final product come together. This is particularly satisfying when it comes to frame-by frame animation, as my 15-20 frames per second of hand-rendered footage finally comes to life after a long, precise process. I value having a sustainable outlet for my creativity so much.
I'm a huge Instagram-fanatic and love getting inspired by and connecting with creators from around the world. It's really helpful being able to gain instant feedback for my artwork as it helps me to grow and refine my skills, together with the prospect of collaboration with other artists and practitioners further down the line.
What has been your greatest struggle as a business owner so far?
Since moving back to Jersey from university, I initially found it difficult settling back in; I was no longer a short train journey away from my favourite London art galleries and missed the vibrant, artistic atmosphere of being around my talented university course-mates on a daily basis.
I am now much happier and feeling more comfortable in the island I love so much. I have become immersed in my artwork and started to increase my involvement in the continuously growing, local artistic scene.
What has been your biggest a-ha moment so far?
During the second year of my university degree, I attended a tutorial on digital frame-by-frame animation and it opened my eyes to a whole new perspective on illustration. Though I've always been a lover of animated films and hand-drawn moving image, I had never attempted frame-by-frame before and the techniques I was taught have been invaluable.
I now often imagine pieces in an animated format and I am enjoying refining my style, and experimenting with evolving my learned techniques into unique finished pieces with both still and moving image.
Do you have any advice for other small business owners?
As someone who often has a lot of different projects happening simultaneously, time management has been a really crucial skill to learn. I swear by the power of a solid to-do list as it helps me prioritise my day and make sure I keep on top of my multiple projects.
Though it can be easy to get bogged down in duties such as updating website SEO and ordering materials, it's important to take time to re-centre on the heart of your business and enjoy the process of making a product that you love.
What currently inspires you?
I am currently really inspired by my trip to Corfu, Greece this summer, and the photos I captured there are currently a direct source of influence to my colour palettes and compositions.
My all-time favourite photographer Alexandra Von Fuerst is also a constant inspiration, as her work is the perfect amalgamation of contemporary photography and a classic ethereal beauty that reminds me of my favourite Pre-Raphaelite artists.
Anything else you would like to share?
Jersey's art scene is quickly growing with some fantastic groups and exhibitions to get involved in. Creators can often get too comfortable with working alone and staying in their own bubble, so make sure to take part in events as they're a great way to meet fellow practitioners and get your work out there.
You can contact and find me here
