2021 marks the 200th Anniversary of The Saturday Evening Post, America’s oldest magazine.
As the licensing division for the publication, Curtis Licensing has an arsenal of content, including an archive of more than 10,000 illustrations by artists like Norman Rockwell, John Falter, Stevan Dohanos, J.C. Leyendecker and George Hughes among many others. The images cover a variety of themes including holiday, travel, retro, patriotic, farm, glamour and nautical.
Since they were first printed in the magazine and through the work of Curtis Licensing, these images have been featured on thousands of licensed products and countless promotional campaigns in the U.S. and internationally. Product categories include seasonal and everyday home décor, tabletop, stationery and gifts, puzzles, games and hobbies, publishing, educational uses and apparel.
“Flexibility has always been a core value at Curtis Licensing, not only when it came to the terms of an agreement, but also with regards to the use of the art,” says Cris Piquinela, licensing director, Curtis Licensing. “During meetings and discussions, we would often tell licensees to crop or modify the artwork to better fit their needs. However, whether due to a lack of time or resources, or whether it was an inherent fear to ‘change’ original artwork, a lot of companies would shy away from this. So, bit by bit, we started taking care of this design work ourselves, which has been a crucial shift in how we conduct business.”
Using a variety of techniques and tools, Curtis designers have modified, tailored and created new original artwork to accommodate the specific needs of their licensees.
“We have become a full-service design company that can create a whole custom art collection and even generate product mockups upon request and in time for our licensees’ presentations,” says Piquinela.
Every month, in addition to custom projects and working collectively as a team, the Curtis executive team and designers also research upcoming color and thematic trends and create thematic collections ahead of schedule to always keep their archive of images relevant and fresh.