Welcome to the Authority Builder Podcast! In this episode, we sit down with Adam Graff, a London-based, award-winning illustrator, educator, and co-director of the alternative illustration collective, Hero of Switzerland. With over 25 years of experience spanning advertising, design, editorial, and publishing, Adam shares his journey from commercial commissions to a more authentic, personal art practice. If you’re looking for inspiration on embracing your creative voice, redefining success, and building genuine connections, this conversation is for you.

Redefining Success: From Commercial to Personal

Adam’s early career was defined by a steady stream of commercial commissions, often measured by the volume of work and industry recognition. “Success was about not having a gap,” he recalls. But over time, the pressure and typecasting—especially as a “business illustrator”—left him feeling boxed in. The turning point came when Adam decided to pursue an MA in Communication Design at Central Saint Martins. “It was there I realised I had my own voice,” he says. The experience was transformative, shifting his focus from client briefs to creating work that reflected his own interests and perspective.

Finding Your Voice (and Keeping It Weird)

Adam’s journey wasn’t without resistance. Agents and clients sometimes urged him to “tone down the weirdness,” but he learned to embrace his unique style. “If my language is too weird for you, then don’t choose me,” he says. This commitment to authenticity has been central to his evolution as an artist. “Being authentic comes from knowing who you are, and that’s a life journey,” Adam reflects. He encourages artists to trust their instincts, even if it means standing out from the crowd.

Hero of Switzerland: Creativity Without Ego

As co-director of Hero of Switzerland, Adam champions a collective model that’s fluid, inclusive, and ego-free. The group brings together illustrators for exhibitions, live events, and art fairs, fostering community and creative exchange. “It’s about the vibe,” Adam explains. “We’re in it for the fun, the interaction with other creatives, and the community.” Projects are born from informal pub meetings, and each new show attracts a fresh mix of artists. The collective’s name, inspired by a now-demolished Peckham pub, lives on as a symbol of camaraderie and playful energy.

Human Connection: The Secret to Finding Clients

Adam’s approach to finding clients is refreshingly human. While he sends out plenty of emails and proposals—most of which go unanswered—he finds that real opportunities often come from in-person interactions at art fairs and exhibitions. “There’s an invisible energy that happens,” he says. “Ninety-nine people will pass by, but that one person will connect.” He shares a story of a gallery owner who ignored his email but later discovered his work at a fair, leading to a fruitful collaboration. For Adam, persistence and resilience are key: “You get used to rejection. It’s not personal—it’s about finding the right connection.”

Embracing Rejection and the Power of Persistence

Rejection is part and parcel of the creative journey. Adam likens it to entering a room full of people: “You’re probably going to connect with just one.” He encourages artists and creatives to keep showing up, even when responses are few and far between. “If you don’t put yourself out there, nothing’s going to happen,” he says. The lesson? Silence doesn’t always mean rejection, and persistence pays off.

Authenticity, Play, and the Joy of Making

As Adam’s career has evolved, so has his relationship with his work. He now creates primarily for himself, trusting that his authentic voice will resonate with the right audience. “Most of my work seems frivolous on the surface, but it’s who I am,” he says. He believes that age and experience help build the self-trust needed to embrace your individuality, but there are no shortcuts. “It’s the journey that’s interesting. If you get to the destination too soon, where do you go from there?”

Advice for Creatives: Embrace Your Weirdness

Adam’s message to fellow artists and creatives is clear: “Embrace your weirdness, your individuality—however that looks. That’s going to increase your energy and help you be more authentically you.” Whether you’re just starting out or navigating a mid-career shift, his story is a reminder that the most meaningful work comes from staying true to yourself, connecting with others, and enjoying the ride.

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