Having worked in the industry for almost two decades, I have always been the commissioner of photography and illustration. But unsurprisingly, the UK Government stats from June 2020 highlighted that certain groups in society are greatly underrepresented in the creative sector: Women, people of colour, people living with disabilities and people from working class backgrounds.
I myself happen to fall into all four of these underrepresented groups and wanted to do something to try and redress this imbalance, championing those artists whose voices aren’t heard enough and whose talent isn’t seen enough.
I myself happen to fall into all four of these underrepresented groups and wanted to do something to try and redress this imbalance, championing those artists whose voices aren’t heard enough and whose talent isn’t seen enough.
So I came up with Studio PI. A full-service artist agency with a mission to promote equality and celebrate diversity across the creative sector.
I pitched this idea to my then employer News UK and they invested in my vision to help me turn it into a reality.
I put open call outs across social media and invited artists from these four underrepresented groups to send me their portfolios. I then entrusted a panel of 50 industry experts to go through a blind judging process where all of the artists names and bios were removed to avoid any unconscious bias.
The most wonderful thing about it was seeing other senior creatives acknowledge that there is a problem that needs to be addressed, and understanding that the only way to solve it is by coming together and collectively taking responsibility to make the change. But Studio PI wasn't just about creating a fairer world for artists, it was about broadening audiences and bringing fresh perspectives to our clients and brands.
The results of the blind-judging process formed Studio PI's original roster of twenty exceptional artists.
Two years on and our artists have worked with a wealth of fantastic clients and brands including: Soho House, Calvin Klein, Vanity Fair, We Transfer, Farfetch, Puma, NatWest, Vogue, Budweiser, Samsung, Volvo, Adidas, Christian Louboutin, Channel 4, Coca Cola, The Guardian, GQ, Sky, Boodles, Stylist, MTV, Creative Review and many more.
Awards and accolades:
Campaign Publishing Awards: Launch of the Year (2021 winner)
Campaign Female Frontier Awards: Honouree for Diversity & Inclusion (2021)
Creative Pool Annual: Creative Services Company of the Year (2021 shortlist)
Creative Pool Annual: Top 100 Creative Leaders of the Year (2021)
Client testimonials:
Ffion Griffiths:Picture Editor, Boots Health & Beauty
I love Studio PI’s ethos of creating an agency that celebrates diversity and equality, it 100% lines up with our own brand ethos and the content we produce. They also have a fantastic and refreshing wealth of illustrative and photographic talent.
We believe that it’s important to reflect the world we live in, in the content we create and keep looking forward, encouraging progression and change. Collaborating with agencies like Studio PI and their artists, helps to support this change further, creating dynamic visual content that fully reflects this message.
Working with Studio PI was a really collaborative process that was creatively fun and incredibly smooth.
Carly Hewitt: Account Director, Tangent Agency X Adidas
The incredible work of the artists Studio PI represent is what initially drew us to work with them and we think that agencies like this are incredibly important as they give brilliant artists a platform and helps agencies discover exciting creative talent from a diverse background.
Daryl Rainbow was a joy to collaborate with! He approached the project with so much energy and brought an exciting and playful approach that perfectly met the brief and resonated with the audience.
Bryan Mayes: Art Director, Timeout
We always want to support diversity at Time Out and Studio PI have made that easier.
It’s very easy to say you support diversity, but it’s another thing to act on it. And to continue to act on it. But then you’re taking it to a whole other level if you’re basing your entire company ethos and business model around that. More companies should follow in Studio PI’s footsteps.
Sophia Shaw: Senior Creative Curator, Havas Lynx
Studio PI stands for change within the industry, to make the illustration and photography world a more inclusive place, representing a broader spectrum of artists that truly reflect today’s society. Not only that but their talent is carefully selected and incredibly beautiful with a range of styles and techniques.
They are important because they offer a different perspective, giving people who may have previously been overlooked a platform to showcase their talents. Agencies like Studio PI will hopefully encourage more change and similar steps forward.
Lynsey Irvine: Design Director, The Observer
We were working with the film director Steve McQueen who was guest editing New Review. He wanted all the contributors to be BAME so we told him about Studio PI and he handpicked illustrator Ngadi Smart.
I think diversity in the creative industry and in the media is very important. It's still pretty pale, stale and male, especially in newspapers. I hope a new agency like Studio PI leads and other agencies follow.
Ngadi was super quick and incorporated Steve's changes without compromising her artwork in any way. The end result looked great.
Paul Pensom: Art Director, Creative Review
Studio PI showcases creatives who might otherwise struggle to find exposure. Expanding the pool of creativity is something from which we can all benefit.
NB: I left Studio PI in October 2022 so the current branding and website was not created under my remit
Studio PI team avatars illustrated and animated by Harriet Noble
Can You See Me Now: Young Black Man by Brunel Johnson
Documentary photographer Brunel Johnson's 'Black Dreams Matter' image featured on the cover of Portrait of Britain Vol 3.
