Going Small in a World Obsessed with Big
What 2025 taught me as an illustrator
illustration by Adriana Danaila
As 2025 comes to an end, I’ve been thinking a lot about what this year actually taught me.
For most of my career, I did what many illustrators do. I obsessed over defining my style. I tried to land an agent. I chased the “big global clients.” I tried to grow a huge Instagram following. I really believed that big was the goal.
What I didn’t understand back then is that the career I actually wanted would come from going small.
Not small in ambition — that part never left me.
But small in structure.
Small in offers.
Small in working hours.
Simple, predictable, repeatable… the kind of “boring” work that ends up building a sustainable career.
Going small is what gave me the space to build a life I actually enjoy. It let me grow at my own pace — the slow, steady kind of growth where you go from cocoon to butterfly without rushing the transformation or performing it for anyone.
The Year I Tried to “Do Social Media Properly”
The funny thing is: 2025 wasn’t a stressful year because of client work.
It was stressful because of social media.
At the beginning of the year, I decided I would finally “do it right”: post consistently, share more behind-the-scenes, talk about my process, and show up daily. I treated LinkedIn like a part-time job and tried my best to keep up with that pace.
And it worked, in its own way.
I grew an audience.
I had great conversations.
I showed more of myself and enjoyed parts of it.
But I was always online.
Always thinking about the next post.
Always preparing something for the algorithm.
This was very different from how I usually live — someone who takes long breaks, pet-sits her way through Europe, goes to dance and acting classes, and enjoys a lot of unstructured time.
I realized that constantly being “visible” online pulled me out of the slower rhythm that actually helps me grow. I’m someone who needs stretches of silence and space — the cocoon phase — to do good work.
But social media asks you to be a butterfly every single day, even when you’re still figuring out your wings. And that pressure made everything feel heavier than it needed to be.
Letting Go of the Industry Fantasies
For a long time, I felt like I was “less” of an illustrator because my path didn’t look like the traditional success story.
I didn’t have an agent.
I wasn’t discovered by a giant brand.
I didn’t have a distinctive, signature illustration style.
And yet… I was living a pretty happy and fulfilling life.
I was earning consistently.
I was working part-time hours.
I was making time for travel, movement, and everything else that matters to me.
It slowly clicked that maybe the problem wasn’t me — maybe the expectations are just unrealistic for most self-taught, self-represented illustrators.
Social media can be helpful, but it only truly works after your business already works. It amplifies your voice, but it doesn’t replace the foundations. And when you’re still figuring out your direction, social media asks for a clarity and consistency that you probably don’t have yet — which is perfectly normal.
You’re basically being asked to present a whole identity before you’ve even defined it for yourself.
The Myth of the Polished Portfolio
This year also made me realize how overrated the idea of a “perfect” portfolio is.
Mine isn’t perfect.
It’s not cohesive.
It doesn’t scream a highly original style.
And yet… I’ve earned close to $250K from illustration alone in the past 5 years.
Clients aren’t waiting for you to have the most distinctive style. They just want clarity:
what you offer
how much it costs
how long it takes
and whether you’ll deliver
Your style grows naturally when you’re actually doing projects, getting feedback, and seeing what resonates. It’s a gradual process — another kind of cocoon-to-butterfly moment that doesn’t need to be forced.
When I let go of the pressure to invent a perfect style, I could focus on the work itself. And slowly, my voice emerged on its own.
Why I’m Sharing All This (and What’s Next)
After talking to many illustrators this year, I realized a lot of people are stuck where I used to be: waiting to have everything figured out before they feel worthy of earning.
But you don’t need to be “ready” to start.
You don’t need the final version of your style.
You don’t need the perfect portfolio.
You don’t need a daily posting routine.
You just need a clear, simple way to get work — something steady enough to support your life while you’re still growing into your next version.
A lot of these reflections shaped what I’m teaching next. If you’re curious about applying this approach to your own work, I’m hosting a workshop about the micro-gig system I’ve been using for years.
We’ll talk about:
what clients actually wanted in 2025
small offers that work even if you’re a beginner
how to use Upwork, Fiverr, and LinkedIn without burning out
how to navigate the AI shift without panicking
and how to start or reset in a calmer, more grounded way
It’s meant to support the early stages — the cocoon phase — when things feel uncertain and you’re still becoming the illustrator you want to be.
If you want to explore this approach with me, here’s the link to join the workshop.
As a thank you for supporting this Substack space, all subscribers get a $10 discount with the code GENTLEHUSTLER.
I’m sharing this as a place to think together before we step into a new year, so we can start 2026 with a little more clarity, a little less anxiety, and actual joy for both our craft and our business.
As always, thank you for reading, being here, and quietly building your own version of a sustainable life.
Talk soon,
Adriana
Love this🩷
“Going small is what gave me the space to build a life I actually enjoy.” YES. 👏
This post (and your whole substack) is so relatable. Thanks for writing it! 🙂