A Bologna Book Fair special: 6 Good Shippers were finalists in the Illustrators Exhibition!

Summary

The Good Ship Illustration Podcast

Episode: A Bologna Book Fair Special: 6 Good Shippers were Finalists in the Illustrators Exhibition!
Date: October 17, 2025
Hosts: Helen Stephens, Katie Chappell, Tania Willis
Guests: Emma Simpson, Lisa Lofredo, Amber Au, Sam Jones, Kate Leeper

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Overview

This special episode celebrates a remarkable milestone: six alumni (“Good Shippers”) of The Good Ship Illustration courses were selected as finalists in the highly competitive Bologna Book Fair Illustrators Exhibition. The hosts chat with several finalists about their journeys, the impact of the Good Ship community and courses, and their experiences at the world’s most prestigious illustration event. The episode is rich with advice, uplifting stories, and honest accounts of creative growth, confidence, and navigating the industry as emerging illustrators.

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Key Discussion Points & Insights

Bologna Book Fair: The Significance & Experience

• Exclusivity & Prestige: Out of thousands of international entries, only a small fraction are selected. Having six Good Shippers recognized is “amazing, amazing news” (Podcast Host, 00:28).
• Career Impact: Finalist status leads to requests from publishers, exposure beyond national borders, and an affirmation of an illustrator’s direction.
• The Fair’s Overwhelming Scale: First-timers and regulars alike describe the event as both inspiring and daunting, with opportunities for networking, feedback, and professional development.

Paths to Success: Personal Journeys

Emma Simpson (01:25–10:06)

• Breakthrough Moment: Being featured in another exhibition (“Flower and the Birds”) led to a surge of publisher interest.
  • “It was a really lovely phase of then speaking to different publishers, chatting and finding what would be the right fit.” — Emma Simpson (02:03)
• Agent Support: Sought out representation (Bell Morton Lomax) primarily for project management, not for finding work.
• Role of Good Ship Courses: Instrumental for confidence, social media presence, entering competitions, and career structure. Emma had no previous art training and felt “it was a very private dream of mine” (05:52).
  • “No one's going to come and offer it to you if you're hiding your work because no one knows it exists.” — Emma Simpson (06:09)
• Professional Growth: Now finalizing artwork for a two-book deal with Little Tiger Press and possibly more projects on the horizon.

Lisa Lofredo (10:29–18:08)

• In-Person Connections: Met Helen at a previous fair—a testament to Good Ship’s efforts in building an in-person and online community.
• Validation & Surprise: “If you really want to, there's a place for you. Because industry is so big and it's so diverse.” (11:25)
• After the Exhibition: Artwork tours globally (Japan, Korea, China). The exposure continues post-fair.
• Course Value: Good Ship courses provided structure, helped her loosen up creatively and feel part of a supportive community.
• Project Story: Her exhibited work, “The Midnight Elephant,” began as an Instagram challenge and was later picked up by a writer; highlights the importance of resilience amidst mixed feedback.
  • “We will always have people that like your work and people that don't like it ... it doesn't have to crush you completely, you know, because there's other doors that might be open.” — Lisa Lofredo (16:31)
• Debut Book: Recently published a picture book—her second authored and illustrated.

Amber Au (18:09–24:40)

• Course Participation: Took three Good Ship courses and found “Fly Your Freak Flag” most empowering for courage and confidence (18:52).
• Motivation via Competitions: Uses competitions as deadlines to finish projects and stay motivated.
• Multiple Honors: Twice a Bologna finalist; received various international illustration awards.
• Navigating Feedback: Noted the diversity of responses from publishers worldwide to the same work: “You have to be in a good head space to listen to others’ feedback ... if not you will be very like—” (21:50).
• Career Milestone: Signed a three-book deal with Little Tiger Press for her “Blue Tomato” project. Also landed smaller editorial/commercial work internationally.
• Inspirational Origin: Her illustration journey began from drawing food as therapy for an eating disorder.
  • “I suffered from eating disorder before ... how I step into illustration is actually my therapist asked me to write a food diary ... that’s why I start drawing food.” — Amber Au (23:13)
  • “This experience might not be the best one, but I think it actually helped me and shaped me to who I am now.” (24:04)

Sam Jones (24:43–36:27)

• From Shop Worker to Finalist: Worked in a wholefood shop; art degree was decades in the past. “Art Club” and Good Ship courses reignited creative confidence (25:42).
• Digital & Traditional Process: Blends hand sketching and digital tools (Procreate), often using home-printed textures from Tetra Pak prints (27:35–28:12).
• Finalist Journey: Overcame confusion (many “Sam Jones” in the world!) and attended the fair last minute, describing Bologna as “huge ... I was like, oh my God, this is huge.” (30:03)
• Portfolio Reviews: Mixed experiences; the reviewer’s fit matters:
  • “We do not publish in this format.” — Reviewer (31:29)
  • “Then you got to have a second go. ... He was lovely. ... sat down with him and he went, ‘How can I help you today? What should we talk about?’ That was such a nice way to start.” — Sam Jones (31:49)
• Community Power: “Pencils on Toast” is the peer group/WhatsApp community that grew out of Good Ship; offers support, sharing opportunity alerts, and contract advice.
  • “I think we punch above our weight. We spur each other on ... you should definitely send that off.” (35:22)
• Representation & Forward Look: Mentorship via Association of Illustrators led to signing with agent Rochelle Panagheri at Northern Elo. Multiple publishers reviewing his dummy books.

Kate Leeper (36:27–40:38)

• Long Listed for Bologna: Unusual for British illustrators; submitted work from a dragon book project.
• First Fair Experience: Found Bologna inspiring but overwhelming; recommends a more paced approach next time—“I realized afterwards, like, oh, that was a little bit too much.” (37:39)
• Global Perspective: Noted how her style connected better with international rather than only UK publishers, and found value in observing world trends and themes in children’s books.
• Networking & Learning: Attended talks on international book marketing for children’s books that deal with sensitive topics.

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Notable Quotes & Memorable Moments

• On Community and Overcoming Isolation:

  • “It’s not just you.” — Podcast Host (00:28, recurring theme)

• Emma Simpson, on entering the field:

  • “It was a very private dream of mine ... no formal training in art ... both of those courses really sort of got. That just shook you out if you. [Want] to do it ... get a grip and be serious about it.” (05:52–06:09)

• Lisa Lofredo, on industry belonging:

  • “You realize that there’s a place for you somewhere, if you really want to, so there’s a place for you.” (11:25)

• Amber Au, on using challenges for progress:

  • “Joining competition seems like most efficient for me ... if I don’t join any competition, I won’t be able to finish any project, I guess, with my brain.” (19:46)

• Sam Jones, about Bologna Fair confusion:

  • “There was Sam Jones on there ... I was telling people, oh, I think it is me ... so very last minute ... did 48 hours in Bologna.” (29:14–30:00)

• Sam Jones, on portfolio reviews:

  • “We do not publish in this format. Like, yeah, I know you would.” (31:29)
  • “How can I help you today? What should we talk about? And that was such a nice way to start a portfolio review...” (31:49)

• Kate Leeper, on the global publishing landscape:

  • “It was really interesting to see all the different styles from different countries ... I feel that my style would maybe fit in more [elsewhere].” (38:24)

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Timestamps for Important Segments

• 00:28 — Episode Introduction & Bologna Book Fair context
• 01:25–10:06 — Interview: Emma Simpson
• 10:29–18:08 — Interview: Lisa Lofredo
• 18:09–24:40 — Interview: Amber Au
• 24:43–36:27 — Interview: Sam Jones
• 36:27–40:38 — Interview: Kate Leeper
• 40:40–End — Call to action: Enter the 2026 Illustrators Exhibition

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The Power of Community & Courses

A recurring thread is the transformative impact of Good Ship’s courses and the web of community support:

• Providing structure, industry knowledge, and overcoming “impostor feelings.”
• Fostering deep, ongoing peer support ("Pencils on Toast") that helps navigate contracts, opportunities, and setbacks.
• A safe space for creative risk-taking, self-expression, and building resilience.

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Advice for Aspiring Illustrators

• Enter competitions for experience, deadlines, and visibility—even if you don’t expect to win.
• Seek constructive feedback, but filter which you take to heart.
• Take advantage of community—illustration is challenging but “it’s not just you”.
• Build an online presence and connect with industry peers and mentors.
• Embrace your quirks and lived experiences; they create compelling, original work.
• Remember, entering is the first step: “If you don’t apply for it, you don’t get it.” (32:49)

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Final Thoughts

The episode is a rich tapestry of honest reflection, hard-won advice, and a celebration of creative achievement. It's a must-listen for illustrators at any stage—brimming with encouragement, practical wisdom, and reminders that no one need face the illustration journey alone.

Transcript

[Sam Jones]

Sam.

[Helen]

Hi there, Helen.

[Podcast Host]

Here. This is a special episode of the podcast because we had six of our good shippers, that's people who have done courses with us, selected to be finalists in the Bologna Book Fair Illustrators Exhibition, which is amazing, amazing news. So exciting. It's really difficult to be a finalist in this because competition is so high. Last year there were 4,374 people who entered and only 324 were selected to be finalized finalists. So for six of them to be good shippers is so exciting and I thought it'd be a great idea to have a chat with them now that the book fair's finished and see how it all went. I'm going to be chatting with Emma Simpson, Lisa Lofredo, Amber Au, Sam Jones and Kate Leeper. There was another good shipper selected to be a finalist too, and that's Charlotte Durant. She just wasn't available to chat when I was making this recording. Congratulations, all of you. Great news.

[Helen]

Hello, Emma, Congratulations for being a finalist for the Bologna Exhibition. I'm excited. You've been shortlisted and long listed for all sorts of. Because I was thinking on your Instagram feed, constantly, for the last couple of years, you've been celebrating all sorts of things. Yeah, but there's the pictures showcase.

[Emma Simpson]

Yeah, that was really great. Yeah, that was unexpected, but fantastic. Yeah.

[Helen]

But did they take your work to Bologna for that?

[Emma Simpson]

They did, yeah. That was Flower and the Birds and I think that was really great because that got it in front of lots of other publishers eyes, so. Because so many people got your deal.

[Helen]

Off the back of that, is that right?

[Emma Simpson]

I think so. I do think so. I had a really wonderful sort of flurry after that of publishers contacting me, which was very unusual. You know, it's normally the other way around, trying to get to speak to people and I. It was a really lovely phase of then speaking to different publishers, chatting and finding what would be the right fit. But it's so difficult, isn't it? Because I was like a child in a sweet shop that I want. I wanted all of them, but because they're such big projects, you can't eat everything at once. You have to, really. And it's so such a slow process. It was quite hard then, not being able to say yes to something that I wanted to do, but they just didn't fit. Time wise or.

[Helen]

It is hard, isn't it? Especially if you've been selected for Bologna and you're getting recognized a bit. You have a very nice position of a lot of people contacting you at once, but it can be quite overwhelming. Overwhelming, yes.

[Emma Simpson]

Yes. So absolutely, yeah. And that was actually partly why I wanted also to get an agent to help with organizing projects and scheduling them. It wasn't so much an agent to help find me work, it was to help schedule it and decide what's possible and to communicate between different people to see, okay, is this going to be okay and can we do this and that.

[Helen]

You went with Bel Morton Lomax in the end?

[Emma Simpson]

Yes, yeah, that's right. Yeah. So that's, that was great. That that's sorted and that seems to be going well. But yes, it's. Yeah, you want everything and you never know also whether that flurry will then go really quiet. So you just don't know, do you, what's going to happen. So I was like, yeah, great. But you can only say yes to a certain number of things at one time. Yeah, but yes.

[Helen]

You've been to the Bologna Book Fair?

[Emma Simpson]

I have, but only once actually. And that was quite a few years ago. I can't remember what year. So it was before Clara and the birds. And it was a last minute decision like I seemed to do. So I had actually missed all the pre organized things. But I just thought my husband actually was wanting to encourage me, said, come on, you've got to go, just do it. And I can get a train from Munich. So I didn't need to book flights and things. So that was quite easy and it was really superb. But it was overwhelming and I think because I had never been, I was.

[Helen]

A bit wandering around.

[Emma Simpson]

I knew a couple of faces connected to the Cambridge school, so I sort of hung around at their stand.

[Helen]

Hello.

[Emma Simpson]

Trying to like talk to people. I was really lucky though that I managed to get a last minute slot for a portfolio review and that was fantastic. I think that was really lucky. I actually almost tried to run away at one point while I was sitting waiting for it because I was like, oh, it's never going to work because everyone had their iPads and I just had a little plastic folder with my images in it and I was. Panic was rising. I thought, really don't want to show this, it's too embarrassing. But I can't remember his name now. A really lovely Italian illustrator. And he said, no, we'll get to you. Even if we have to look through when the light's gone out, as in everyone's gone, we're still going to look through the work and it'll be. And the lady there made me sit down and it was really good. I was so pleased. That was the first time anyone had actually looked at my work. Yeah. And it felt like that on its own was a breakthrough in a way to be prepared to share it like that.

[Helen]

When was that? Was it? So you've done two of our courses. You've done the Freaks like course and the pitch post back in 2021. So you were one of our really early studio.

[Emma Simpson]

Oh, and I absolutely love both of them. So, yeah, they did the Freak Flag first because that was the first one that existed, wasn't it? Yeah, yeah, I think it was after that because I wouldn't have. I wouldn't have had the courage to go to Blogne at all. So I can't remember now whether it was after the picture book course as well, or. But anyway, it was around. Around the time of that. That also gave me the oomph to say, come on, don't be so pathetic. You've got to just go and do it.

[Helen]

Yeah, yeah. So did it. Did those courses help you get that little folio of.

[Emma Simpson]

Absolutely, yeah. The courses were instrumental for me because quite literally before the courses I didn't have an Instagram account.

[Amber Au]

I.

[Emma Simpson]

It was a very private dream of mine that I actually felt a bit silly saying to somebody if they'd have said, because I have no formal training in art or in illustration where. And the both of those courses really sort of got. That just shook you out if you.

[Helen]

Want to do it.

[Emma Simpson]

But get. Just get a grip and be serious about it. No one's going to come and offer it to you if you're hiding your work because no one knows it exists. So that really gave me the push and the community and the support and then all the practical information as well, and all the exercises to even start an Instagram account. And then certainly, like you say, to select images to share and to start entering competitions as well, because I had not done that before or I think I made it. No, I hadn't. I was going to say maybe I entered one, but I hadn't. But I entered the picture this competition and Picture hooks things. So it really was instrumental for your courses in getting it.

[Helen]

And I'm amazed you weren't on Instagram before. I feel like your Instagram account, it really stands out to me. Whenever one of your pictures turn up on my feed, they feed my eyes.

[Emma Simpson]

They're so.

[Sam Jones]

I'm so glad.

[Helen]

So you won. I always remember this moment. You won one of our one on one mentoring sessions.

[Emma Simpson]

Yeah.

[Helen]

That session was with brilliant publisher Tiffany Leeson and we were talking about One of the things I really love about your work, but also wondered whether publishers would want to see something tweaked a little bit. And I remember having this brilliant discussion where I thought your work was very clean and very beautiful. Like it's got such a lovely, graphic, quiet quality. But I was worried there wasn't a lot of interaction between the characters. And so I said to you, I wonder if we could have more interaction between characters. And then Tiffany said, she somehow she prodded you a little bit more. And then we worked out that you have been working with children with special needs. Is that right? Yeah. The exact details.

[Emma Simpson]

Yeah, yeah. So I work. I used to work. So before I moved to Munich, I worked in a school for children with autism. My role was more of a speech and language therapy role. So that was my initial degree with speech and language therapy. And then when I moved to Munich, I worked with children with mild learning difficulties and a whole range of learning difficulties. But yes, I think it can't help but influence the work that you make your life experiences and your passion. So I'm very passionate about that still and education and special educational reason, access to education. And so I, Yeah, potentially that has come through in terms of also this playing side by side, maybe, and the quietness and yeah, that was so interesting. Yeah.

[Helen]

Moment when Tiffany just prodded a little bit more and then we found out that you had worked with children with autism. And then Tiffany said, she said, but publishers really want to know this stuff. Please put it on your website. And then had a look today to see if it was on your website and it is.

[Emma Simpson]

I think after that conversation I was like, oh, I must do that. But then I haven't been on the. I haven't been on my webpage for a while, so I need to up my game with that.

[Helen]

So what are you working on at the moment?

[Sam Jones]

What's next?

[Emma Simpson]

So I'm at the final artwork stage of the first of the two picture book deal with Little Tiger Press. So I met that nearing the end of that process. So that's been really exciting and they're really lovely team there. And I've learned a lot working with the editor there and the creative director, the creative designer. So that's been fantastic. And yeah, I'm nearing the end of that. And like I said, that was a two book deal. So after that I have the second book that I'll be doing with them. I have got another project that's not finalized yet, so it's not signed that I'm hoping will come through so there's a few really exciting things. My Instagram account has been fairly quiet because I've been really busy at home and I can't share what I'm working on. But, yeah, we're sort of nearly there. 2026 is only a year away now, isn't it?

[Helen]

Yes, it's a long time. Well, congratulations. That's amazing, Emma.

[Sam Jones]

I'm so pleased for you.

[Helen]

Thank you very much. We're always cheering you along at the Good Ship.

[Emma Simpson]

Yeah. Oh, I really appreciate it and I'm so grateful as well. And I still love the Good Ship and yeah, it's crazy what an impact you're having because it really is influencing people's careers and self development and. Yeah. Gosh, you should be so proud. It's a massive. Yeah. A massive achievement. So I'm super grateful.

[Helen]

Thank you. It's lovely to get that feedback.

[Lisa Lofredo]

Hi, Ellen.

[Helen]

Hello, Lisa. How are you doing? Twisted fans of your work at the Good Shape.

[Lisa Lofredo]

Oh, thank you.

[Helen]

I think we.

[Lisa Lofredo]

We met actually in person two years ago, but there was so many people.

[Helen]

So I wouldn't be surprised. My head is crumpled by the time I leave Bologna. Yeah.

[Lisa Lofredo]

It was so nice that you organized a meeting, you know, for all the good shippers.

[Helen]

Was really nice when we had the big meeting at the Square. Yeah, of course. Yeah.

[Lisa Lofredo]

I don't know. We don't remember if we really spoke a lot and there were a lot of people.

[Helen]

Yeah. And it was hot. Anyway, we so, so excited that you were exhibited in the actual Bologna Book Fair exhibition. It was so lovely to see your work there. Were you there this year?

[Lisa Lofredo]

Yeah, of course.

[Emma Simpson]

You went to.

[Helen]

So what happens when you actually make it into the exhibition? What happens?

[Lisa Lofredo]

Oh, it was really unbelievable. Honestly. It was truly unbelievable. Yeah. So it was like jumping and, you know, like I was by myself and I was like. So it was. I was really exciting. I had been in Bologna the year before, so two years ago for the first time, and for me already it was an incredible experience. It's a bit what you said, you know, it's a really. If the. You realize that there's a place for you somewhere, if you really want to, so there's a place for you. Because industry is so big and it's so diverse. So I think that it really helped me to realize that's what I want to do. So I can do it. I just, you know, if I push, if I believe in it, if I kept dreaming, it might happen, but I would have never imagined that the year after my work, you know, would Be on the wall. That was really. Yeah. Really unexpected and incredible.

[Helen]

So your work was in the exhibition and then after the book fair, the work to us. Does it go to Japan and China, Korea? Does it go on other places as well?

[Lisa Lofredo]

It is now in Japan, so it started the exhibition in Japan. We know that it's going to Korea, China. I don't know in which order, because we only know the dates for now for Japan Museum that will be in Japan. And I was in Japan last year.

[Helen]

I was like, I was having.

[Lisa Lofredo]

No, it was this year, but it doesn't matter. I already saw in Bologna, so that's fine. I can see it from. You know, I'm trying to get some pictures, people sharing.

[Helen]

Yeah, that would be good. Yeah. And I see that you did our picture book course in 2022, so I think. Were you on our first launch for the picture book course? I think you must have been one of our first students. How did you find the course?

[Lisa Lofredo]

Nice? I. I think I really love the feeling of community that you have. So the fact that, yeah, it's about joining a community, you know, a creative community. I really like that, that you make really an effort for people to feel part of this community. It's really nice. And I think at that time I was still working on this on the side of my main job.

[Helen]

What was your main job?

[Lisa Lofredo]

I've been a project manager for many, very many years and mainly in the translation industry, worked for several companies, so in the corporate business for many years. And so this was just my side dream. And at that time, you know, I was trying to do it more in a more get some structure, you know, some more, I don't know, assignments or some, you know, more better knowledge of the industry, you know, make it a little bit more professional if you want. And that, that definitely helped me. I also. Another thing is to loosen up a little bit. So, yeah, I thought my work at that time was a bit too, you know, when it lines to be super precise and then when it. Maybe it can come from the fact that I don't have an art background. So I felt like, no, it needs.

[Helen]

To be precise, so it looks professional in that sense.

[Lisa Lofredo]

So I really like that. I felt more free to just really let it go, you know, you can let it go. Yeah.

[Helen]

I was going to ask you where your project, the one that was exhibited at Bologna, the Midnight Elephant, where that started. How did that idea start?

[Amber Au]

Well, it.

[Lisa Lofredo]

Actually, I did the illustration of the elephant in the car as part of an Instagram challenge where I had to Design a book cover. And then a writer, an Italian writer, Lorenzo Boltella, approached me and said, hey, I really like your illustration.

[Helen]

I have a story.

[Lisa Lofredo]

How about we try it? I was like, hey, okay, maybe we can try. So I worked on the storyboard. We sent it to, you know, all the publishing center that we like, and.

[Helen]

We waited and waited a little bit.

[Lisa Lofredo]

And I got some positive feedback, but also a very negative one, which crushed me for a while. I was like, oof. I don't know. You know, it just put me, you know, gave me a lot of doubts about the work. And I'm mentioning it because also for, you know, people who are listening, it. This is the work that was eventually selected for Bologna. And I mean it. We will always have people that like your work and people that don't like it. And it might fit. One industry might not fit, you know, like, sorry, not in. Like, in market, you know, in some countries and maybe not others, which is totally normal. Right. So if it's, you know, I think you need to find a good balance between being humble and understanding.

[Helen]

Okay.

[Lisa Lofredo]

Taking the feedback in and seeing where, you know, it can help you to.

[Helen]

Grow, you know, change.

[Lisa Lofredo]

Oh, yeah. Oh, yeah, that's true. That doesn't work. So it's good to. To accept that and to. It can be very helpful. But at the same time, it doesn't have to crush you completely, you know, because there's other doors that might be open. And that's what happened because. And then the two things happened almost at the same time, because I send the working for Bologna, and I think it was two weeks before they announced the winners. Then we found a publisher, and then, you know, we signed the contract a week before. And then that thing happened, and I.

[Helen]

Was like, wow, what an exciting time. That's incredible. And your book, is it called La Fontaine? Yeah. Just come out a few days ago.

[Emma Simpson]

Is that right?

[Helen]

In.

[Emma Simpson]

In May.

[Lisa Lofredo]

It came out in May. So that's also really.

[Helen]

And I hear the author and the illustrator of that one.

[Emma Simpson]

I am.

[Lisa Lofredo]

Yes.

[Sam Jones]

Yes.

[Lisa Lofredo]

That was, in fact, my second. I consider that my second book because I first worked on the storyboards and some illustration for the elephant book, but became my first book because the process went much, you know, smoother and quicker than the other one.

[Helen]

Oh, well, it's so lovely to talk to you and we're such big fans and really proud to see your work at Bologna Book Fair. It was amazing.

[Lisa Lofredo]

Thank you so much.

[Helen]

Yeah, I can't wait to get my hands on the books as well.

[Lisa Lofredo]

Thank you.

[Helen]

Thank you. So much for speaking to us.

[Amber Au]

Well, bye.

[Lisa Lofredo]

Bye.

[Helen]

Bye. Hello, Amber.

[Sam Jones]

Hey.

[Amber Au]

Hello.

[Emma Simpson]

Nice.

[Helen]

Thank you. I feel as if I know you very well because I know your work well and the good ship. We're such fans of your work. Yeah.

[Amber Au]

I think I met last year in Bologna and just a few words and then. Yeah, that's it. That.

[Helen]

When we were outside in the sunshine with hundreds of people.

[Lisa Lofredo]

Yes.

[Helen]

My brain is a bit fuzzy about that. It was a really exciting trip. So you did our picture book course and our find your creative voice course and our business course.

[Amber Au]

Yes, I actually did three. All of them.

[Helen]

Yeah. Yeah. How did you find them? Did you enjoy them?

[Amber Au]

Yeah, because I joined the picture book course first and then I joined the fly your freak flag. I think it's better to do it another way, the other way around, but it's okay. And I think my. I love the fly your freak flag most because that. Cause I think it give me most courage and confidence boost. Yes.

[Helen]

Yeah. Lovely. You made the blue tomato book while you were doing our course, didn't you? Is that right? That idea.

[Amber Au]

Actually the idea started before the course, but I finished it like during the course. Like give me the momentum to finish it. Yeah.

[Helen]

So am I right in saying that you've been a finalist at Bologna twice? Yes.

[Amber Au]

So it's like last year and then this year as well. Yeah.

[Helen]

Amazing. How brilliant.

[Amber Au]

Oh, thank you. Yeah. Because I think it joining competition seems like most efficient for me to like finish a project and then just do it and then just send it out and then. Yeah. Because if I don't join any competition, I won't able to finish any project, I guess with my brain.

[Helen]

Yeah, I see that. You went to the World Illustration Awards and you were highly commended for that. I've written a list because over the last couple of years you have won so many awards. World Illustration Award, Shortlist and Pictus Unpublished. It's incredible actually.

[Amber Au]

Like last year I think I won three of the awards and then I was a bit confused as well. And then when I was in Bologna, I actually feel a bit overwhelmed because I don't know what to do. And then the hall was so big and then there was so many people. And then because I have won the depiction as well. So we have set up a lot of meetings with different publisher and then they will get a book. Like we were handing the dummy book to them and then they would give us some feedback. And then I got so many meetup, set it up and then. Yeah, it was so overwhelming. But like in a good way. Yes.

[Helen]

Which book were you showing them? Were you showing them the blue? Yeah. Get good feedback.

[Amber Au]

Yes. Because I met publisher from all over the world so it's very interesting that like the same book, same cover and same content got so different feedback. Some publisher actually said oh, it's a bit too dull the color. And I oh, we want something brighter. This is always the problem for my illustration. One of the feedback I got from quite a big publisher is that your story is like very repetitive and there's a lot on the in the market already. So I think it's like you have to in a good head space to, to listen to others feedback and to like decide yourself to take it or not or yeah. If not you will be very like.

[Helen]

Yeah, yeah, that's so true. So what are you working on at the moment? What's next?

[Amber Au]

I actually have signed a three book deal with Little Tiger after Bologna.

[Helen]

Congratulations. I didn't know that.

[Amber Au]

So the first one will be Blue to Marple. So it will be out next year in spring. So yeah, very exciting.

[Emma Simpson]

10.

[Amber Au]

And then there will be two more books but we haven't decided what is that yet. But I already feel very overwhelmed. Like a publisher, like a proper publisher signed a book deal with me.

[Sam Jones]

Yeah.

[Helen]

So congratulations. I'm so thrilled.

[Amber Au]

Thank you.

[Sam Jones]

Really good news.

Yeah.

[Amber Au]

And then I have been working for a small on some one editorial illustration for a publisher in Spain and then this is like the small project and then because after I went to Bologna my agent found me and then I'm with my agent now so I have a bit of like commercial work. So I'm currently working on a menu for a restaurant chain in the US So it's very exciting. Again, it's about food.

[Helen]

Yeah, yeah. Food is quite central to your work, isn't it?

[Amber Au]

Yes. I actually inspired by food even they are same kind of food, they got like different shape and colors and that kind of thing inspired me. And because I suffered from eating disorder before and then how I step into illustration is actually my therapist asked me to like draw like write a food diary. But I found it very boring just writing things down and then that's why I start drawing food. So this is how it inspired me to like, oh, I should actually try doing some drawings. And yeah, that's how it started.

[Helen]

That's so interesting. I love that. What a great therapist to suggest that you write about it and then you draw about it even better. This we talk about on the Freak Flag course a lot is embracing all of your quirks and using them in your Work.

[Amber Au]

Yeah. So this experience might not be the best one, but I think it actually helped me and shaped me to who I am now. So, yeah, I actually feel very grateful to have this experience. Like not. I'm not the fact that I love having an eating disorder, but I actually like embraced this experience in my life.

[Sam Jones]

Yeah.

[Amber Au]

And then taught me like drawing food and then I got into illustration and then. Yeah.

[Helen]

Oh, that's incredible. Oh, well, congratulations on everything that's happened over the last few years. We've been watching and cheering.

[Lisa Lofredo]

You guys.

[Helen]

It was really nice to speak to you. I've got another illustrator lined up now, so I'm going to say goodbye, but it was like chat. Thank you. Hi, Sam. I feel as if I know you very well already. You've been such a big part of the good ship and being a regular supporter of Art Club and you've done two of our courses. Have you done. You've done Freak Flag and the picture book course, is that right?

[Sam Jones]

Yeah.

Did. I did Freak Flag on the second time round and then Picture book course. I was waiting for that. I hopped off as soon as it was released.

[Lisa Lofredo]

Yeah.

[Helen]

You were in the first picture book course.

[Sam Jones]

Yeah, definitely.

[Helen]

Yeah. So you've had really exciting couple of years because you've. Well, you were finalist in the Bologna Book Fair thing and you've won other awards as well. You were longlisted for the World Illustration Awards.

[Sam Jones]

Yeah, yeah, a couple of times for that one. Yes. But yeah, it has been. When you think that it all started like what, four or five years ago, it's been huge. And where I am now, it's so different to where I was then.

[Helen]

Where were you four or five years ago?

[Sam Jones]

That's a good question. I was. I still work in a shop. That's my. I work in whole food shop. That's my everyday job. And to be honest, all I was doing was painting on the windows. And because of my. I did a degree in glass design like 36 years ago. So I've been to art college. It's a long time ago and it's a just. It's my art just gone. I remember one Christmas, like maybe about 10 years ago, I thought I'll just paint everybody a little canvas for Christmas. That'd be easy. And of course I haven't painted for years, but I did this horrible thing, was instantly discouraged, threw them all away and then pick up the paintbrush again for, you know, until. And until it started doing up. That's what kicked it off. Art Club.

[Emma Simpson]

Yeah.

[Helen]

I feel as if you were at Art Club right from the beginning.

[Sam Jones]

Yeah, it was pretty much. Yeah, yeah. As I discovered it, because I'd already started posting a few things on Instagram, I'd started drawing, but digitally. Weirdly, I'd started with digital. I think it's because it was. I could make a mess and change it. It was kind of no pressure.

[Helen]

That's so interesting because I never think of you as being a digital illustrator. Do you use digital work? Do you use digital tools in your work now? But I can't see it.

[Sam Jones]

Yeah, yeah.

[Helen]

So, like.

[Sam Jones]

So for the work, like the Bologna one that I was stylist with, that. That was entirely digital? Pretty much. But actually I was just looking. Then I found.

I found the original sketchbook.

So there's always some kind of elements of sketching, but I found. So like a Dreamer kitchen chair. And that illustration is in the final illustration as a kind of under illustration. So there's invariably always something that's probably the most digital work I've done. Actually. Everything else, it's a mixture. It's a mixture.

[Helen]

So are you making sketches and drawings and then scanning in the minute? Where are you putting them? Photoshop or Procreate. Or Procreate is Procreate.

[Sam Jones]

And I'll quite often use print, so I'll do a lot of home printing.

[Helen]

I was looking at that lovely project on Instagram that you did with Tetra Pak.

[Sam Jones]

Oh, yeah.

[Helen]

The printing using Tetrapack.

[Sam Jones]

That is.

[Helen]

And it isn't.

[Lisa Lofredo]

That is.

[Sam Jones]

But that's digital.

But I'd done some Tetra Pak prints and I used the textures. From the prints to texture. It was like.

[Helen]

Yeah, very lovely.

[Sam Jones]

I was like, I haven't really printed things.

[Helen]

Yeah. But the textures, they're so good. I've not thought of using Tetrapak before. It's a good idea.

[Sam Jones]

Yeah. I did that course, actually, a day course with she's Harry Toady on Instagram. I think she did good ship as well. But, yeah, she did a really good job. So.

[Helen]

Yeah, yeah. So you were a finalist at Bologna, which is amazing because it's really. When I used to go to Bologna years ago, you saw barely any British people would make the exhibition. But also the long list, they were few and far between. So it's really exciting to see you on that finalist list. It was. I absolutely squealed.

[Sam Jones]

I got the news on the email on the train back from my dad's. Like, I literally squealed.

[Helen]

And did you go to Bologna? Well, I did. I did.

[Sam Jones]

There was a silly thing because I called Sam Jones. There's a lot of Sam Jones in the world. And there's actually quite a few Sam Jones illustrators. And bologna is weird because they don't send you an email. And just put the list up of. And there was Sam Jones on there. I was saying to him, pencils on Toast crew. I was thinking, well, it might not be me.

[Helen]

It might not be me.

[Sam Jones]

And so for two weeks, what's that with me? No.

[Helen]

So I was like, I'm never calling.

[Sam Jones]

Myself Sam Jones again.

I'll put my name in. But I don't know what saying, it must be you. And then eventually. And the Charlotte Durant sues in our drawing group as well. She'd got through and she'd had an email. I want the email. So very last minute. And then I was telling people, oh, I think it is me. And then I got something to say was, oh, we got the pass to go in. I thought it must be me. And so telling everybody, oh, my fine, Liz. And then everyone was going, so you going to Bologna?

I was going, no, I'm not.

[Helen]

And they're like, why not? Why not?

[Sam Jones]

And then I wasn't gonna go because it was too expensive. And then my sister said, I'll come with you. So. So, yeah, so. So I went the very last minute and did 48 hours in Bologna.

[Helen]

And how did you find that it.

[Sam Jones]

Was bonkers in that? Well, one, I said, my processor didn't make it.

She'd eaten oysters the night before. My Italian fluent speaking sister, it is.

I'm a food buyer is my job. So I go to exhibitions a lot. And I was thinking, fine, it'll be fine. I'm used to this. But when I got there, I was like, oh, my God, this is huge. This is huge. Great thing was, I met up with Charlotte Durant's. They had Newhouse. So they were all there because we all see each other a lot because we draw every month together on Zoom. So that was gorgeous. But, yeah, it was very strange. And then I was in this. So as part of your being a finalist, you get your portfolio reviewed. And I booked very carefully with this. You get to choose who you. Who does you. And I picked this lovely Nordic publisher who had very painterly, very textured work. And I was all excited about that. But she didn't come. So I was put with, like, an Italian preschool learning guy. That would work nothing like mine.

[Emma Simpson]

Yeah.

[Sam Jones]

And this was also part. So they'd have a second competition now. And it's the portfolio belong your portfolio award. So this is the second year of that award. And I was like, oh, I'm just. And he was saying things like, we do not publish in this format. Like, yeah, I know you would.

[Helen]

I was just laughing. I was like, have you got any advice?

[Sam Jones]

He was like, no.

[Helen]

Oh, no. It just shows, doesn't it, how important it is that you get feedback from the right people.

[Emma Simpson]

Yeah.

[Sam Jones]

But actually he did have some nice feedback and then I. Then you got to have a second go. And I got Ken Mad Wilson, the Terrible Horses.

[Helen]

Yeah.

[Sam Jones]

And he was lovely. I sat down with him and he went, how can I help you today? What should we talk about? And that was such a nice way to start a portfolio review. And he was great. He was really generous. Really great. By then, I'd sort of given up on any hope of being anything in this competition. But anyway, Charlotte messaged me a few.

Weeks after and she was like, we're.

[Helen]

Finalist in the Tornado competition.

[Emma Simpson]

Yeah.

[Helen]

So I think there was three people from the uk, and me and Charlotte.

[Sam Jones]

Are the highest ranking, blah, blah, blah.

[Helen]

That's so brilliant. Congratulations. It's amazing from starting off, not drawing very much at all, just a few years ago, really being out of the scene for a long time and then being finalist at Bologna is incredible. I also see that you won the mentoring. Was it a year of mentoring with. It was six.

[Sam Jones]

It was six sessions and I think we did one a month.

[Helen]

The association of Illustrators.

[Amber Au]

Yeah.

[Sam Jones]

So, yeah, and that was really good. That was just another thing, you know.

[Helen]

You applied for it.

[Sam Jones]

If you don't apply for it, you don't get it.

[Helen]

And competitions, for some reason, I can.

[Sam Jones]

Send off the competitions in much more than I can send book publisher. It seems very easy to enter the competition because odds are against you. Doesn't matter if you don't win because you know that lots of people entered. But actually it's done me really good. And Rochelle Panagheri, she was my mentor and she's now my agent. She's great. We had such a good time. Yeah, she's brilliant. So. But then at the end of the mentorship, she was like, right, you've got to apply to 15 agents and we'll see what comes back. There was other agents interested, which I would never have. If I hadn't have had that push, I wouldn't have done it. But in the end, I was like, rachelle, we've been working together so nicely. Why wouldn't we stay together? So that's.

[Helen]

Oh, that's incredible. I think it's really great to just put yourself out there in Those areas of competitions and mentoring, any of those things you can get, each of them is a little accolade for your website. So that when the publisher's having a nosy say, they come across you on Instagram and they have a little nosy on your website, they can see, ah, all of these other people have enjoyed Sam's work. It's like a little accolade. And as they build up, it's all a step nearer getting published, isn't it?

[Sam Jones]

Yeah, definitely, definitely. I think it definitely gets you noticed. And I always pin those kind of ones because I know people are looking. Oh, no, people are looking at them. And then you see people looking. You go, so and so was just.

[Helen]

Looking at my post. You were talking about the little group that you chat to sometimes are those people that you met on the Good Ship who were in your.

[Sam Jones]

So that's Pencils on Toast. So I think Danny Stacy came up with the name in the end. I think it was maybe Danny Stacey started the group. She put a shout out on Facebook page when we were doing the Good Ship phase. Yeah, I can't remember. It must have been the Creek Flag one. And so that was four years ago. And Naomi, who I was already chatting to on Instagram, Naomi Tiffany, he said, oh, you should. You should join us. So. So, yeah, we meet. We meet once a month on Zoom. We chat all the time on WhatsApp. I've just had to turn my phone off because there's a big question about contracts and we're all chiming in.

[Helen]

And it's great because being part of a community like that is really helpful, especially when some start to be published and then you can share information on the contracts and names of editors and all of that. It's really useful to be part of a community.

[Sam Jones]

It's so useful.

[Helen]

And because we're all at different stages.

[Sam Jones]

But as a little group, we kind of. I think we punch above our weight. We spur each other on. We go, oh, have you ended that? Are you going to do that? Oh, you should definitely send that off.

[Helen]

That's so good to hear your pencils on toast. I didn't know that you had a group and a group name. That's brilliant.

[Sam Jones]

Yeah.

[Helen]

Interesting. Pencils on Toast. Yeah, we're all fueled by toast as illustrators, aren't we?

[Emma Simpson]

Yeah.

[Helen]

It used to be called, like the.

[Sam Jones]

Breakfast Meeting drawing Group or something. And they were like, we have to have a better name. It's really good.

[Helen]

So what's next?

[Sam Jones]

So next. So it's been a very exciting year because in January I signed up with Northern Elo with Rochelle. And then so she was sending my stuff up to people. Then people were looking on Instagram gram, because I'd win prizes. And then after Bologna, I think that probably fueled it a bit. And at one point I think maybe six big politic houses have my dummy book. That's right. So I'm just waiting there. So much more than that. But keep your finger. Keep your fingers crossed and watch.

[Helen]

I've got everything crossed anyway. So nice to speak to you, Sal.

[Sam Jones]

You, Helen.

[Helen]

Yeah, really lovely. Bye.

[Emma Simpson]

Bye.

[Helen]

Congratulations back. Bye. Hello, Kate. How are you? Yeah, I'm doing good, thanks. We had about six people who'd done the good ship courses make it to be a finalist. And then one of them was actually exhibited at Bologna, which is amazing. It's so incredible. And to be a British illustrator, to make the long list is really unusual as well, because when I used to go to Bologna a few years ago, we never saw British illustrators at the Bologna Book Fair or there would be maybe one in the entire exhibition. So a lovely dragon book that was long listed. Yeah.

[Sam Jones]

So, yeah, I put in images from that. Put in the maximum amount that you're allowed, I think.

[Helen]

Did you make it to the Bologna book then?

[Sam Jones]

I did, I did.

[Helen]

Yay.

[Sam Jones]

I was.

[Helen]

What did you think? Did you enjoy it?

[Sam Jones]

It's the first time I've been. It was really overwhelming. I went without any plan at all.

[Amber Au]

And.

[Sam Jones]

I spent, I think, because as part of being a finalist, I got free entry as well. So I spent. I spent the three days there and I realized afterwards, like, oh, that was a little bit too much. So I think if I were to go back, I wouldn't spend all that. Especially the last day, I wasn't even looking at anything, you know.

[Helen]

It was really overwhelming, isn't it? Yeah, it's incredible. It's really inspiring. But I feel, I think you went with the right idea of not going with a particular plan because it's overwhelming. I think it's nice to wander around and just see what happens. I think next time I go, I would like to build in some gaps. So there's like a morning at the fair and afternoon doing something else.

[Amber Au]

Yeah.

[Helen]

Another morning, then a day off and then back again.

[Sam Jones]

Yeah, I think I would do something similar or maybe just have a day or a day and a half and then use the rest of the time to maybe have day trip somewhere. Yeah. But it was really interesting to see all the different styles from different countries because I don't know, I Feel like I'm quite, I suppose, not typically British at all, my style. But it was good to go and see other countries where, you know, I feel that my style would maybe fit in more. So that was really interesting.

[Helen]

Yeah, it's great for that, isn't it? Because I think if you're right at the beginning of your career and you see some British publishers and they're saying no for various reasons, really good to go to Blognia and see what huge variety there is all over the world, because you're definitely going to fit in somewhere.

[Emma Simpson]

Yeah.

[Sam Jones]

And also the themes like I bought. I only bought one book, but it was Martin. I bought the Italian version, but it was called Martin the Skeleton and it was about. I also went to a talk about it and they were speaking about how difficult it was to sell the right for. I think it was maybe. Was it Slovenian originally, but how difficult it was to sell the rights and how they had to change it as well. And because I think the premise of the story is about. I think it's about grandparents, that it's about death. It's obviously dealing with death, which is obviously a big thing in a lot of, you know, children's lives, but it's not always addressed in picture books. Yeah, it was just really interesting to see.

[Helen]

It's interesting to see what's going on around the world. And some of those talks are incredible. Those books have just stood in my mind for years after. They're so good, how they sell co editions and.

[Sam Jones]

Yeah, because I think that's maybe something I would do more of is I would study the program and find out the top book places to go and see things. Definitely that's really worth doing.

[Helen]

So, yeah, it's inspiring.

[Emma Simpson]

Yay.

[Helen]

Well, thank you so much for having a chat.

[Podcast Host]

If you'd like to enter your work into the 2026 Illustrators Exhibition, now is the time. The doors are open from. I think they opened mid July and they close early November, I think maybe the 3rd of November. So doors are open now. Nothing to stop you upload your work. Why.

[Amber Au]

It.