For Andrei Cotruț, personal work is not a side project; it’s a laboratory. Between client briefs and commercial constraints, his ongoing illustration series becomes a space to experiment with uncomfortable colour palettes, technical explorations, and themes that wouldn’t normally fit within brand guidelines. It’s where he treats himself as the client, producing stickers, prints, and merch that feel unapologetically “him.”
What began as a friend asking where they could buy something made purely by Andrei evolved into a disciplined, self-driven creative practice. Drawing from semiotics, cultural references, and old occult imagery, he translates classical artistic concepts into contemporary digital form using Adobe Illustrator. The result is work that exists beyond the screen, tactile, printed, and alive in the physical world, proving that creative authenticity often thrives outside market pressures.
What was the brief?
For the illustrations between projects series, THAT I WILL KEEP POSTING, my approach is always to experiment. I either try colour schemes that make me uncomfortable, something technical that I’ve been meaning to do but client projects won’t allow, and many themes that don’t really fit in to my client work.
How did the initial pitch/brainstorming phase go?
So what I decided to do is treat myself as a client that needs some promotional tools, stickers, prints, merch. The point is to do the most “me” thing possible and be able to put it out in the world. People love receiving stickers and prints rather than a business card. That led me to print more, experiment with materials more, and have goods made by me in my home! I know it doesn’t sound like much but I find great joy and motivation in seeing my work inhabiting the physical world around me, it always feels like I can do more.
What was the process behind ideating the concept?
I explore semiotic themes, I explore cultural themes, I love old occult imagery. I much like to explore old symbols and find ways to create modern iterations to the best of my ability.
What was the production process like?
I have 2 main speeds, explosive and crazy or over planned that leads to the previously mentioned configuration. I am finding my patience more. But since the point here is to push myself, I usually find something uncomfortable, and keep working at it until I rage quit or something happens, I manage to break through.
What was the biggest challenge during production? How did you overcome it?
These are done in my “free time” between projects at work, so, discipline. Finding the discipline to not waste the day. I eventually overcame it when I started printing work, experimenting with print and creating an object is truly a joyous experience for me.
What kit/tools/software were used to create the project?
Adobe Illustrator….. I’ve become soooo accustomed to it. (never expected that)
What is one funny or notable thing that happened during production?
When I wanted to finally print I accidentally ordered one sticker because I forgot to input the quantity, so I paid for delivery, the standard processing fee, and other stuff, around 20 euro, and a single 15 eurocent sticker…
What’s the main message of this project and why does it matter?
We can always do more outside of our work and pursuing images you want to make, for various reasons, always feels authentic.
How long did it take from inception to delivery?
I post them in 2-3 month batches.
Can you describe the creative spark or inspiration behind the initial concept? Was there a specific moment or insight that ignited the idea?
A good friend asked me were he could get stuff made by me, not for some other brand, just me. I realised I have sporadic stuff, but not a real practice and concern in having a small stash of things I created.
How did you ensure that the concept aligned with the brand's values, goals, and target audience?
Hey, when you work for yourself you just got to be honest, and cater to the child that was doodling many years ago hoping to one day be able to express thoughts trough images.
Were there any alternative concepts or ideas considered during the ideation phase? If so, what led to the selection of the final concept?
A fair amount of experimenting with things I simply can’t find the client for, and figuring out how to make the things that amuse me palatable.
Can you discuss any collaborative or interdisciplinary aspects of the ideation process, such as working with other departments or external partners?
Print, print your work. I love etching, and any type of print art. The variety in materials and print options on the market is staggering and prices are going down, try. Befriending the people you print with always helps.
What role did consumer research or market analysis play in shaping the concept and its execution?
None. Not here, the illustrations for me are devoid of market pressures.
Can you discuss any unique or unconventional production techniques or approaches used to bring the idea to life?
Trying to bring classic drawing and painting concepts in to my software. The use and mathematics of lines, textures, and colour. I’m still trying to take the things I like conceptually and adapt them in to my work, like the drama of a sculptor’s drawing were volume and power are more important than fine shades.
How did you ensure that the concept remained innovative and stood out in a crowded marketplace?
When it comes to personal work I think constant movement and exploration from themes to techniques is essential. Comfort is tricky and sticky. Your evolution is a sign of your artistic “health” stagnation breeds linearity and will eventually make u hate your work. These things are true for me, and there are many ways to do things.
What do you hope it achieves for the brand?
Now that it has become a constant in my life, well, as many collaborations as possible doing the “me” work. It has been yielding results and I want to do more. Maybe one day, not so far away, some custom apparel.
Credit list for the work?
Andrei Cotruţ March 3rd, in the morning
OMG! THANK YOUUUUUUUUUUUUU!