How this Cozy Illustrator Found Her Niche While Working a Full-Time Job
One of the coolest parts of my Mentorship Program is getting to watch someone click into place creatively. That’s exactly what happened with Emma Gudrian.
Emma joined the program while working a full-time job and trying to grow her art business at the same time. Together, we worked on finding her niche, tightening up her creative process, building confidence showing up online, and getting clear on what she was actually selling so she could attract the right audience instead of just shouting into the void.
The rest of this article is written by Emma herself. She walks through her journey as an illustrator, how she developed her cozy art style, balanced a demanding career with creativity, and the mindset shifts that helped everything finally feel sustainable.
She also shares thoughtful advice for other artists navigating the same season.
introducing Emma
I’m a cozy illustrator, casual gamer, and a classic Virgo, meaning anxiety, overthinking, and perfectionism all come along for the ride. If you looked inside my everyday bag, you’d probably find my iPad permanently open to Procreate, a sketchbook, random art supplies, treats for my dog Winry, a portable console loaded with cozy games, and at least one set of dice for Dungeons & Dragons.
My work lives at the intersection of cozy illustration, fantasy, and storytelling. I create detailed scenes meant to feel comforting, nostalgic, and lived-in, the kind of art that makes you want to slow down and breathe.
Website: https://www.emmagudrian.com
Instagram: @artsygud
Threads: @artsygud
Finding My Niche as an Illustrator
I’m mostly self-taught as an illustrator, about 75%, while earning a degree in Graphic Design with a few drawing classes mixed in. Because illustration wasn’t my main academic focus, I felt pretty jumbled about where I actually fit.
Early on, I thought comics were the answer. I dreamed about working for Marvel and drawing characters like Thor, Captain America, or the Winter Soldier.
That… did not happen.
As the years went on, and the world started feeling heavier and louder (especially post-2016), my art naturally shifted toward something softer. Cozier. Safer.
By the end of 2023, cozy art became a form of therapy. Drawing was how I processed stress, anxiety, and burnout while continuing to practice the skills I still wanted to improve. Eventually, that personal coping mechanism turned into my artistic identity.
It fit perfectly with my love of fantasy, Studio Ghibli vibes, and storytelling. One detailed illustration at a time, my niche stopped being something I searched for and started being something I lived inside of.
Improving My Creative Process
(Without Burning Out)
My creative process used to be, and honestly still can be, a little chaotic. That’s probably undiagnosed ADHD mixed with trying to squeeze art into an already packed schedule.
I work full-time as an Art Director, which means my days are either a clean 9–5 or long nights where creativity is the last thing my brain wants to do. The creative brain never really shuts off, but energy definitely does.
For years, I woke up at 5 a.m. to work on my personal art before heading to the office. I thought that was what “serious artists” did.
I lasted about three years before total burnout.
Now, my process is much more fluid because I finally gave myself permission to stop forcing productivity. Instead of cramming art into rigid routines, I use small pockets of calm.
Fifteen minutes before a meeting? I sketch.
A long, exhausting day? I close the iPad and play a cozy game instead.
Giving myself grace changed everything.
Balancing a Full-Time Job and an Art Business
Working full-time while growing an art business isn’t easy, especially as my role at work has become more demanding. But I’ve kept going because creating art is what I want my life to revolve around.
Recently, I started marketing my illustration work more intentionally. For the first time, I feel confident in my skills, my style, and my voice as an illustrator. I don’t feel boxed into one version of myself anymore.
I’ve started applying to art markets, learning how to sell my prints in person, and brainstorming new illustration scenes that people would genuinely want to live with in their spaces.
For the first time, my art business feels real and sustainable, not just a side project I squeeze in when I’m exhausted.
Showing Up Online With Confidence
Before the mentorship, my posting habits were inconsistent at best. I’d finish a big piece, post it once, then disappear for weeks. Or I’d only show up during monthly art challenges.
Now, I have a weekly content plan that includes behind-the-scenes clips, cozy moments from my life, and process videos alongside finished art.
One of the biggest mindset shifts was learning to repost my work. I used to think that was somehow wrong or annoying. Turns out, that belief was nonsense. Repost the art.
What’s working best for me right now are short, 7-second relatable reels. Whether it’s showing a nerdy gift from my bridal shower or being a little chaotic while getting back into oil painting, those moments help people connect with me first. Then they discover my illustrations.
Connection comes before conversion.
What I’m Selling as an Illustrator
I sell both large and small art prints that rotate seasonally to match different cozy moods. My favorite print in my shop right now is Greenhouse. It perfectly captures that soft, wishful summer coziness and was the piece that really confirmed this is the kind of artist I want to be.
I print, cut, and package every print and sticker myself in my home studio. It’s very much a one-woman operation.
I’ve also started offering downloadable prints to make my work more accessible, especially for people outside the U.S. dealing with high shipping costs. These include both 8x10 prints and game token versions for personal use.
If you connect with cozy illustration, behind-the-scenes content, and storytelling art, you can explore my work and sign up for my newsletter here: https://www.emmagudrian.com
Advice for Other Artists
Create what you want and keep creating. Your audience will find you.
The fast pace of the internet convinces a lot of artists that low engagement means their work isn’t good enough.
That’s not true. It just hasn’t reached the right people yet.
Your art has an audience. Someone out there is waiting to find exactly what you make.
The hardest part is pushing through the noise long enough for that connection to happen.
why i loved working wth dean
Dean is truly a gem. Their encouragement and kindness boosted my confidence not just in my art, but in how I market myself. I wouldn’t be doing a lot of what I’m doing now if it weren’t for their support.
We spent time getting to know each other first, which made the strategy-building process feel natural instead of overwhelming. By the end of the mentorship, I didn’t just walk away with clarity and tools. I gained a friend.
