Here’s a bold statement: In an industry where creative agencies often fade into obscurity, one illustrator-run powerhouse has defied the odds for three decades—and it’s all because they dared to do things differently. But here’s where it gets controversial: What if the secret to their success isn’t just their business model, but the deep, almost familial bonds they’ve cultivated? Let’s dive into the story of Heart, an agency that’s rewriting the rules of creative representation.
When Darrel Rees founded Heart (https://www.heartagency.com/) in the 90s, he made an unconventional choice: he continued working as an illustrator while leading an artist agency. Fast forward three decades, and this decision remains the cornerstone of Heart’s identity. It’s also likely why they’ve outlasted so many of their peers—a fact that earned them a spot on our list of the UK’s top illustration agents (https://www.creativeboom.com/resources/20-best-illustration-agents-in-the-uk/).
To celebrate their 30th anniversary, Heart released What Happened, a 134-page hardback book featuring 34 artists who illustrate pivotal moments from each year of the agency’s existence. And this is the part most people miss: It’s not just a collection of artwork—it’s a testament to a business built on friendship, mutual respect, and artist autonomy.
Some artists chose global events like elections or technological breakthroughs, while others depicted deeply personal milestones. Together, these images create a unique timeline that reflects both the artists’ journeys and the past three decades of history. But the book goes further. Interspersed with the illustrations are candid photos from agency parties, studio gatherings, and exhibitions—a visual reminder of the culture Heart has intentionally nurtured since day one.
This isn’t mere nostalgia; it’s a blueprint for a business model that prioritizes relationships over transactions. Heart emerged from Big Orange, a 1990s studio collective known for its irreverent approach to illustration. When Rees launched Heart, he brought seven of Big Orange’s ten members with him, determined to create an agency where artists could represent themselves on their own terms. At a time when many agencies acted as gatekeepers, Heart chose fairness and transparency, treating both artists and clients as equals.
Here’s the controversial part: In an industry often driven by competition, Heart’s emphasis on collaboration and trust feels almost radical. The agency is led by four creatives—Rees, Amanda Mason (New York), Jenny Bull (London), and Helen Osborne (overseeing both)—who understand the challenges of artistic work because they’ve lived it. This shared experience fosters a unique empathy that traditional agents often lack.
What Happened is a striking departure from typical corporate books. There’s no mission statement or brand narrative—just 34 distinct artistic responses to the question: What mattered over the past three decades? Some artists tackled global events like the fall of the Berlin Wall or climate protests, while others focused on personal milestones like the birth of a child or a move to a new city. The book doesn’t judge the scale of significance; it simply presents these moments side by side, suggesting that both historical and personal experiences shape creative practice.
Each year is accompanied by three historical facts, a choice that reflects Heart’s optimistic yet grounded ethos. This isn’t a catalog of tragedies—it’s a celebration of resilience and growth. But here’s the question: Can such a model scale in today’s fast-paced, profit-driven industry? Or is Heart’s success tied to its small, tightly-knit structure?
What’s undeniable is that Heart’s longevity speaks volumes. Artists have stayed with them for decades, not because of flashy branding, but because of the trust and respect they’ve built. In an industry where representation often feels transactional, Heart’s approach is a refreshing reminder that sustainable creative businesses are rooted in relationships, not just revenue.
So, here’s a thought-provoking question for you: In a world that prioritizes growth and positioning, is Heart’s model a relic of the past—or a blueprint for the future? Let us know in the comments!
