For illustrator Sergio Membrillas, creativity is a conversation between past and present, tradition and innovation. Based in Valencia, he speaks to us about navigating a 13-year career, balancing commercial work with personal authenticity, and why the simplest tools still matter most.
Where others have become obsessed with speed and trends, Sergio Membrillas has built a career on slowing down and staying true to his craft. Over 13 years as a professional illustrator, he’s evolved a distinct style – bold, graphic, and quietly playful – that feels both timeless and entirely his own. But this evolution, as he’s quick to point out, wasn’t something he forced.
“I believe evolution is essential for every artist,” Sergio reflects. “Change is not something I resist; it’s something I enjoy and welcome as part of the creative journey.” His work, initially influenced by a love of Mid-Century graphic design, has gradually absorbed references as diverse as Etruscan art, Mesopotamian motifs, and early 20th-century traditional tattoos. It’s a portfolio built on curiosity, not conformity.
Despite his stylistic clarity, Sergio’s process remains refreshingly analogue at its core. He still begins each project with pencil and paper, leaning into the tactility of drawing by hand.
“I’ve always valued having a physical relationship with art,” he says. “There’s something essential about feeling the wood of the pencil, manually erasing mistakes, rather than simply double-tapping a screen.”
His philosophy of working slowly, attentively, and with purpose shows in the balanced compositions and confident use of negative space that has become his signature. Sergio credits his background in graphic design for this instinctive sense of structure.
“There has always been a strong graphic sensibility within me,” he says, noting that the discipline of design continues to inform his illustration practice, particularly in editorial and poster work where clarity and storytelling must co-exist.
Yet, like many creative careers, his path into illustration wasn’t plotted from the start. Initially, Sergio imagined illustration would complement his design projects, not become the main event.
“At first, I thought I would incorporate my illustrations into my graphic design projects – but in the end, it turned out to be the other way around.” A commission for EasyJet’s in-flight magazine marked a pivotal moment that reframed illustration from a hobby to a profession. “It made me realize that being an illustrator is a real profession, just like any other.”
Fast-forward to today, and Sergio’s client list reads like a who’s who of publishing and design, from The New Yorker to Pentagram. While the calibre of collaborators has changed, what matters most remains the same: trust.
“When a client trusts your work and approaches projects with an open mind, collaboration flourishes,” he says. It’s in these open, trusting relationships that Sergio finds the space to experiment and further develop his ideas.
Unsurprisingly, editorial work holds a special place for him. “Editorial projects offer wider creative margins, allowing for greater flexibility and innovation,” he explains. Compared to the tighter confines of advertising, editorial illustration offers the opportunity to tell nuanced stories, and Sergio is clear that he views every assignment, regardless of format, as a collaborative effort.
If one thing is clear, though, it’s that he’s not that he’s afraid to say no when needed. Maintaining a strong personal voice is non-negotiable.
“I always strive to stay true to myself and ensure that every project I undertake reflects a clear personal signature,” he says. For Sergio, authenticity isn’t just a matter of artistic pride; it’s what differentiates an illustrator in a saturated, increasingly automated industry.
Valencia is home for Sergio, a city he credits with much of his creative energy. “Oh, Valencia! It’s a beautiful city that inspires me and brings me joy,” he says, describing it as a European cousin to Los Angeles with its sun-soaked streets and vibrant cultural scene. The blend of tradition and modernity fuels his practice, offering constant inspiration without the sensory overload that often accompanies larger creative hubs.
Given the pressure many creatives feel to keep pace with shifting trends, Sergio’s approach feels almost radical. “I’m not particularly interested in trends,” he says. “What truly matters to me is the feeling of having done something meaningful and fulfilling by the end of the day.”
Instead of chasing what’s fashionable, he draws inspiration from a surprisingly eclectic bookshelf, mixing everything from Wim Crouwel’s graphic design classics to studies on Scandinavian tattoos and Alec Soth’s photography. It’s a reminder that fresh ideas rarely come from looking where everyone else is looking.
In the era of AI and content overload, the role of the illustrator is changing, but Sergio remains optimistic. While machine learning might churn out images at record speed, it can’t replicate the nuance and emotional intelligence that underpin great illustration.
“Illustrators can tell stories, evoke emotions, and create meaningful connections that machines simply cannot replicate,” he says. “Our role is shifting, but the value of authentic, thoughtful illustration remains indispensable.”
That insistence on authenticity carries through to the advice he offers younger illustrators navigating a commercial landscape. “Create work that makes you happy when you go to sleep at night,” Sergio advises. “It’s important to find projects that align with your values and passions so your artistic voice remains authentic.”
It’s an ethos that has carried him through more than a decade of creative highs and industry shifts. Perhaps it’s the real secret behind the clarity of his practice, which he has built not on chasing trends or algorithms but on careful craft, deliberate evolution, and the simple, enduring joy of a well-made pencil and a blank piece of paper.