SMITHFIELD MARKET
ADVERTISING GOLD AWARD
PROFESSIONAL
2012 – IMAGES 36
Ruth Hydes is an award winning illustrator and artist based in the North West. Ruth's work is traditional and typically drawn and painted, her particular love of architecture is evident in many pieces of illustration, as is her use of vibrant colour and strong line. An illustrator of 20 years, she has worked for International and UK based clients, in advertising, publishing and design.
Smithfield Market was commissioned by Transport for London and was one of a series of four London Markets. It was used on advertising posters promoting interesting destinations in London. Her work is very architectural based so this brief was a joy to work on. A series of pencil sketches made on location were the inspiration, the final market image was completed in gouache.
“Since winning the Gold award in Advertising my work has been highlighted, reaching a much wider audience and consequently I have never been so busy.”
ruthhydes.co.uk
BRIEF: Smithfield Market was commissioned by Transport for London and was one of a series of four London Markets. The aim of the awards image is to both colourfully and positively portray London's Markets and generate continuing interest and public commitment to London Transport.
MATERIALS: Pencil and gouache.
RESEARCH: Out on location with a sketchbook.
PROCESS: Translating sketch to final painting.
RESISTANCES: Too much thinking and not enough drawing.
INSIGHT: Trusting my own instincts more.
DISTRACTIONS: Numerous.
NUMBERS: 3 colours plus black and white.
FINAL THOUGHTS: Relief.