Roughman

27 June 2025 | 27 June 2025 | 4 min |

In this article :

L’Art et la Technique du Roughman
Le Roughman et le Processus Créatif
- - Défis et Solutions en Rough
  - L’Impact du Roughman sur la Réalisation de Projets
Parcours, statut et évolution de carrière du roughman

A “roughman” is a term used to describe an illustrator or mock-up artist specialized in creating roughs, those preliminary sketches that serve as the first visual interpretation of a design, advertising, or architectural project. The roughman’s role is crucial in the creative process, as they help turn conceptual ideas into tangible visuals, providing a foundation for discussion, revision, and further project development.

The Art and Technique of the Roughman

A roughman’s work combines art and technique, requiring the ability to quickly grasp the essence of an idea and translate it into impactful images. These professionals master a variety of styles and techniques, from freehand drawing to 3D modeling, including the use of graphic design software. Their versatility allows them to adapt to various needs, whether it’s illustrating an ad campaign, designing an exhibition booth layout, or sketching a product design.

Daily Tasks of a Roughman

Sketching several variations right from the briefing stage, translating a concept into a readable image, incorporating client feedback up to the validated “rough board”, in other words: turning the abstract into a usable visual, quickly and accurately.

The Roughman and the Creative Process

In the creative process, the roughman is often involved from the very beginning, working closely with art directors, copywriters, and clients to ensure that the roughs accurately reflect the intended concept. These initial sketches play a crucial role in communicating ideas, making it easier to evaluate and adjust proposals before moving into the more costly production phases.

Four-Step Process

Brief & moodboard – objectives, references, constraints (30 min)
Black & white rough – composition, volumes, placeholder text (1–2 h)
Revisions – adjustments to color, framing, characters (1–3 rounds)
Color rough / mock-up – final render ready for client presentation

Skills & Tools

Fast sketching
Visual storytelling
Proficiency in Photoshop / Illustrator / Procreate
Basic 3D knowledge (Blender, SketchUp)
Strong sense of framing and lighting

Challenges and Solutions in Rough Work

The main challenge for a roughman is capturing both the technical precision and emotional impact of an idea with a limited level of detail. The key lies in the ability to synthesize and prioritize visual elements in order to effectively communicate the message, all while staying within time and budget constraints. The most talented roughmen are those who can create sketches that both inspire and clearly guide a project toward its final execution.

The Roughman’s Impact on Project Execution

Though often behind the scenes, the roughman’s work is essential to the success of any visual communication project. Through their sketches, they provide a solid foundation upon which the entire team can build, refine, and ultimately bring the initial vision to life. Their ability to visualize abstract concepts makes roughmen invaluable partners in the world of design and advertising, where clarity in visual communication is paramount.

Career Path, Status, and Advancement of the Roughman

Education & Core Skills

BTS in Graphic Design, DN MADE in Illustration, or a degree from an applied arts school: these programs teach academic drawing, visual culture, and mastery of tools like Adobe and Procreate.
Self-taught artists also make their mark: a strong portfolio (black & white roughs, color roughs, 3D sketches) always outweighs diplomas.
Key assets: speed of execution, storytelling ability, knowledge of advertising and cinema culture, and basic 3D skills for complex volumes.

Status & Compensation

Agency Employee:

Entry-level: approx. €1,900 net/month
Experienced: €2,400–€2,800 net/month

Freelance:

Billed per sketch: €120–€180 excl. tax
Billed per day: €350–€450 excl. tax
VAT and social charges vary depending on whether you’re under micro-BNC or a registered company.
Key pricing factors: deadline (48h rush = +30%) and complexity (color roughs, 3D, motion work).

Career Progression

Junior Roughman: Fast execution, adaptability to diverse briefs
Senior Roughman: Liaison between client and art director, ensures stylistic consistency across a campaign
Storyboard Artist (advertising, animation, or film): Mastery of sequencing, timing, and narrative flow
Art Director or Lead Illustrator: Oversees global visual concepts, manages creative teams

Rétines Tip: Keep your best roughs (including rejected versions) in a dynamic portfolio. They reflect your technical progress and versatility, two key factors in moving from an execution role to a lead creative position.

Écrit par Jérémy Carlo

Jérémy Carlo is the editorial director at Rétines, where he ensures the consistency and clarity of all content produced by the studio. His role goes beyond writing—he shapes the tone, structures the messages, and upholds a precise, demanding editorial line that stays true to the identity of Rétines. With a background in visual communication and solid experience in content strategy, he bridges the technical world of photography with clear, no-frills writing.

Jérémy works closely with photographers, art directors, and the commercial team to make sure every word published serves the image, the message, and the brand. From blog articles and client presentations to social media posts and internal documents—everything is filtered through his attentive eye. His strength lies in making complex ideas accessible without oversimplifying, and in highlighting the studio’s work without relying on unnecessary superlatives.

Through his writing, Jérémy helps Rétines exist beyond the image—by giving context to projects, emphasizing the thinking behind each shoot, and bringing to light the technical and aesthetic choices that drive each photograph.