Why Diverse and Inclusive Illustrations Matter for Female Founders

Illustrations have a quiet kind of power.

They shape how we see ourselves, how we see others, and who we subconsciously believe belongs in certain spaces. 

Long before someone reads a single word on a website, the visuals are doing the talking. They’re setting the tone, signalling who a brand is for, and who it might be leaving out.

For female founders building values-led businesses, this matters more than ever.

The Problem With “Perfect” Stock Imagery

Stock images are often the quickest and cheapest option (and sometimes they do the job just fine). But when it comes to representation, they frequently fall short.

Too often, stock illustrations:

• Shows a very narrow version of what people look like

• Repeats the same body types, skin tones and abilities

• Feels polished to the point of being unrealistic

• Represents an “ideal” rather than the real world

  
  

When these images are used again and again, they quietly reinforce the idea that only certain people are visible, valued or worth representing. It can feel alienating for the people who don’t see themselves reflected. 

For values-led who care deeply about connection and community, using imagery that feels staged or exclusionary can quietly undermine everything they’re trying to build.

This is where inclusive illustrations can offer a powerful alternative. 

Why Inclusive Illustrations Matter 

Inclusive illustrations give us the opportunity to do things differently. To stand for something.

Inclusive illustrations allow brands to visually reflect the real world, not an idealised version of it.

Unlike stock photography, illustrations don't start with what’s already available, instead it starts with a choice. You can intentionally choose visuals that represent:

• Different body shapes and sizes

• A range of skin tones

• Visible and invisible disabilities

• Different family structures

• Real-life relationships, not stereotypes

For entrepreneurs, especially those running small, people-first businesses, brand visuals are often the clearest way to communicate values. Inclusive illustrations help say “you are welcome here” without needing to spell it out.

Why This Is Important to Me

This isn’t something I include in my work because it’s expected or on-trend. It’s something I care about deeply.

As a brand designer and illustrator working primarily with female founders, I see first-hand how powerful it is when someone finally sees themselves reflected in a brand’s visuals.

I work a lot with programs like Canva and Adobe Express and really noticed the lack of inclusive illustrations when looking at stock images. There are very few illustrations that show a real home or work life where the people aren’t able-bodied or have a socially approved body shape. 

This was also pointed out by my good friend Rhiannon Louden who has one daughter with severe disabilities.

Through my Bespoke Illustration service, she asked me to create an illustration of her real life - sitting around the kitchen table with her two daughters, trying to work amidst the chaos of family life. 

Often when you search for images with a wheelchair user or a blind person or someone with a different, visible disability, the scenes are showing them as ‘sad’ or all the difficulties they face. I’d like to show the parts where they are going about their day-to-day lives, just like everyone else.

Inclusive illustration for Rhiannon Louden

Over the past year, this is something that I’ve become very passionate about and that I’ll definitely expand on going forward. 

A Real Example:  a winters walk

One inclusive illustration I’m particularly proud of is A Winters Walk, which was published in Enable Magazine.

The brief was to create an illustration to accompany an article about staying active during winter, and how daunting it can feel going outside when you’re not steady on your feet. I chose to depict a wintery scene where two friends are out for a walk together, one using a walking aid.

As they move across an icy patch, the able-bodied friend gently offers their hand, not as a rescuer, but as a quiet moment of support. I wanted the illustration to feel human and familiar. Just two people spending time together, rather than a scene focused on struggle or limitation.

I was intentional with every design choice. The figures include different skin tones and body types, and I illustrated them without a clearly defined gender so they could be read as female, male or non-binary. Most importantly, I wanted to show both people as equals. Friends enjoying being out together, not one existing solely to support the other.

When you search for images of a “wintery walk”, you’re usually shown able-bodied people only, or disabled people portrayed as struggling. Changing that narrative was important to me. I wanted someone with a disability to see this image and feel represented. To feel inspired to call a friend and go for a walk, without it being a big statement or a big deal.

This is where inclusive illustration can succeed where stock imagery often falls short. And I’m incredibly proud that this piece was published in Enable Magazine, where it can be seen by many more people.

Inclusive illustration for Enable Magazine

Inclusive Illustration Isn’t About Getting It “Perfect”

Inclusive illustration isn’t about trying to represent everyone in one image, or worrying about getting things wrong.

Instead, it’s about being thoughtful, questioning defaults, and making space where there wasn’t any before.

Even small visual choices can shift how a brand feels — and who feels welcome within it.

If inclusive, thoughtful illustration is something you care about too, I’d love to chat. Whether you’re looking for bespoke illustrations or just want to explore what’s possible, you can get in touch here.