Madeleine Sargent

I’m Madeleine, and I’m an Illustrator & Designer, as well as Creative Director of my agency – Yoke. Through my creative career, I've been lucky to work with brands like Howies, EE, Harper Collins, and Zipworld. I've even won a D&AD Award for interactive design. Alongside my illustration work, I co-founded Yoke, an agency that combines creativity, strategy, and storytelling for agencies and brands

As a freelance Artist/Illustrator, this began while I was still studying at university. I was determined to get some ‘real’ commissions – and worked hard to teach myself how to build websites so I could design my own to promote my work. I reached out to some of my favourite magazines and brands, telling them I was a student & would love to work with them. It worked! People are very supportive of helping young people with their passions, and I was lucky enough to receive my first commissions this way. I’ve always wanted to work for myself, and being an Illustrator is conventionally a freelance role, so it was a natural progression for me.

Growing up in a creative and supportive household, I was inspired by my mum, who enjoyed the flexibility of working for herself, and my Auntie, a freelance artist. My husband, also a creative, has been my partner in various personal projects, naturally leading us to start Yoke together.

My mixed-media style was born from a love of second-hand shops. As an art student in Hastings, I spent hours exploring antique shops, sifting through dusty record sleeves and vintage photographic books. This experimentation with textures and photos sparked my passion for collage, and my ever growing collection of vintage ephemera continues to inspire me.

To stay inspired daily, I prioritise exercise and mindfulness. Yoga, mountain hikes, and cold water swimming help keep my mind focused and full of new ideas.

Problem-solving is just part of everyday growth. I see it as a positive thing! There’s been a lot of learning, constantly in fact! That’s what I love about what I do, I don’t ever want to stop learning. Just a few things off the top of my head that I’ve learnt – and problems I’ve overcome - how to navigate contracts, pricing negotiation, successfully resolving client issues, how to market myself, how to find new work/clients. The list goes on! Creative people are natural problem solvers, and I try and embrace them.

Flexibility! It’s tough being your own boss, but the perks very much outweigh the struggles. I love being able to have my own routine, working how and when I work best. Also, I have the option to work as much or as little as I like – the business can grow as much as I want it to and I don’t have to schedule in a holiday/day off when the weather is looking good!