Alumna Illustrated Whimsical Amazon Kids Gift Book
Visual communication design grad Laura Moyer gives character to the annual holiday catalog.
Class of 2013 alumna Laura Moyer began work on the Amazon project in January.
Abit of Jefferson appeared in mailboxes around the country this fall. Visual communication design alumna Laura Moyer illustrated the much-anticipated Amazon Kids Gift Book.
Throughout the 96-page holiday catalog, Moyer designed the forest friends of Bear, Owl, Mouse, Fox and Racoon as they go on whimsical adventures and give gifts to each other.
She shares some behind-the-scenes details on the massive project, advice for students and more.
What was your career path to your current position, and how did Jefferson best prepare you?
I graduated from the University in 2013 and worked as a graphic designer until I had my second child in 2017. At that point, I stayed home to raise my children, taking freelance design work. I just kept drawing, exploring and putting my work out there on Instagram. Eventually, illustration clients came in, and it kept going from there. I’m currently a freelance illustrator represented by the agency Closer&Closer.
Jefferson grad Laura Moyer illustrated the forest friends of Bear, Owl, Mouse, Fox and Racoon as they go on whimsical holiday adventures together.
Jefferson gave me the foundational understanding to approach illustration from a design point of view. My education and experience as a graphic designer helped mold my style, which blends my particularness, inspiration from mid-century illustrators and whatever currently inspires me. I’m for illustrations that feel simple from a layout perspective but are charming and detailed.
How did the Amazon project happen?
I was selected for the project at the end of 2023 and worked on it with a collaborative team from January until about July. I didn’t write the accompanying story, but I gave ideas and was a part of the character development.
It was fun to pull inspiration from mid-century illustrators and create a clean and geometry-based look while still achieving a ton of personality and details. I loved exploring the different emotions of each character and portraying them in an impactful yet simple way.
How did Amazon differ from other projects you’ve worked on?
The gift book was the largest and longest-term project I’ve worked on by far. It had multiple approval layers, including creative direction from the design studio, the internal Amazon project team and the larger Amazon team. However, it all felt natural because I was on the same page and mindset stylistically with everyone.
It’s also the most public piece I’ve worked on. People actually look forward to receiving the gift book in the mail. Plus, Amazon featured my illustrator bio at the end, making it extra special.
As a freelance illustrator, alumna Laura Moyer has worked on a variety of projects.
What do your kids think about your work?
They think I’m kind of cool, and my daughter says she wants to be an illustrator. Hearing that she hopes to follow in my footsteps means the world to me. My son isn’t as interested in illustration as a career path, but he provides great feedback. I often ask them if an illustration communicates what it should, especially from a child’s point of view. Their feedback becomes a fun and important step in my creative process.
What advice do you have for current and prospective design students?
Work hard and don’t settle. Be your harshest critic and biggest cheerleader. Create things you’re proud of. After you graduate, you want a portfolio you’re excited to present.
Specifically with illustration, the more you practice, the better. Keep drawing, lean into what feels natural and excites you, and discover ways to challenge yourself. Also, find your favorite workflow and embrace it. For example, I draw in Illustrator and add texture and details in Photoshop, using a mouse the whole way. People find it surprising that I don’t use a drawing device, but I love the control and that it pushes me to draw and think more geometrically.
My last piece of advice: Don’t over-inspire yourself. The world is tricky today with the internet and social media. Yes, see what other people are doing, but don’t let that dilute your vision and hinder your style. Turn off the noise and focus inwardly on what you’re creating.
