Your first step in art licensing: How to make a sell sheet

Plus a FREE sell sheet template to help you create your own!

In the last post, we looked at some of the biggest myths about licensing for surface pattern designers. If you read that post and started thinking 'Ok… maybe this is actually something I could do', then today’s post is the next step!

Once you realise licensing is possible, the next question is often this one:

'But how do I actually present my work to companies?'

That’s where the sell sheet comes in.

And honestly, it’s one of the most important (and most overlooked) tools in the whole licensing process.

Today I’m going to show you what a sell sheet is, how it works, and why it’s the first real piece of the licensing puzzle. I’ve also created a free sell sheet template you can use to get started (because who doesn't love a free template!?)

What is a sell sheet?

A sell sheet is a one or two page document that showcases a single collection of your artwork in a professional format. It’s designed to give potential clients a quick overview of relevant work.

Unlike a full portfolio, a sell sheet is focused and concise and usually includes:

• A selection of your patterns from one collection

• Your name, logo, and contact information

• A mockup (optional)

  
  

The goal isn’t to overwhelm someone with everything you’ve ever designed.

It's not even to show them the depth or breadth of your skills!

The goal is to show a curated selection of patterns that you think may be a good fit for the company you are targeting.

A sell sheet allows art directors to look at your work and understand your style and whether your art would work on their products.

How does a sell sheet work?

A lot of designers think the licensing process starts with a big portfolio or a complicated pitch.

That's actually not usually the case.

In reality, licensing opportunities very often start with one simple email and one sell sheet attachment.

If your work fits what that company is looking for, they reply and you start a conversation about how you could collaborate together.

The moment you start putting together sell sheets, you're no longer just creating random patterns.

You’re:

• Grouping designs into collections

• Thinking about which companies they might suit

• Presenting your work in a professional format

And once you can fill a sell sheet with your patterns, you’re much closer to being ready to actually approach companies with your work.

That’s why I think of a sell sheet as the first real piece of the licensing puzzle!

What comes after you have made the sell sheet?

Of course, having a completed sell sheet raises the next set of questions:

• Which companies should I send it to?

  
  

• What do I actually say in the email?

  
  

• What happens if they reply?

  
  

• How do licensing agreements work?

  
  

• What should I charge?

In my new eBook, 'First Steps in Licensing for Surface Pattern Designers', I walk you through the rest of the process step by step.

Inside the book, I show you how to:

• Find companies that are actually open to working with designers.

  Instead of guessing or sending emails into the void, I show you how to identify companies whose products and style are a good fit for your work.

• Write simple, professional outreach emails

  Reaching out to companies can feel intimidating, so I’ve included email templates you can use and adapt when you start submitting your work.

• Keep track of your submissions and follow up

  Licensing often involves contacting multiple companies. I show you how to organise your outreach and follow up with companies if you don't hear back.

• Understand contracts and pricing

  One of the biggest fears designers have is the business side. In the book I explain the basics of licensing agreements, payment structures, and what to expect when a company wants to work with you.

The goal of the book is to take something that can feel confusing and mysterious and break it down into a clear, manageable process.

If you're still curious about what's included in the eBook and whether it's a good fit for you, you can take a look at the contents pages here:

Your FREE sell sheet template

So you can take the your first step today I have created a FREE canva template that you can use and adapt for yourself.

The template has a version for 4, 5 or 6 patterns, so even if you just have four coordinating patterns you can get started on this right away.

If you have enough patterns to fill your sell sheet, you are ready to begin your licensing journey and I can't wait to share the whole process with you in the eBook!

Click on the image below to access your free template that you can edit in Canva.

Questions?

If you still have questions about licensing, the eBook, or how to use your sell sheet, I'd love to hear from you. Feel free to leave a comment below or you can email me at jasmine@jasminehnatkova.com