Ten years ago, Tellwell began with a simple idea: authors deserve dedicated guidance and support, transparency, and 100% royalties. What started as a side hustle for our founder, Tim Lindsay, quickly grew into something much bigger. Within just a couple of months—and an early wave of author sign-ups—Tellwell became a full-time venture, complete with a small but passionate publishing team and our very first office on Fort Street in Victoria.
This October, we’re excited to feature Sen Li, one of our contract illustrators at Tellwell. Sen has an incredible talent for turning stories into vivid, captivating visuals that draw readers in.
Read on to get to know Sen and learn more about their creative journey.
Can you tell us a bit more about yourself and your background as an illustrator?
I’ve been drawing for as long as I can remember, it’s always been the most natural way for me to express myself. I grew up in Canada, but my roots are in Taiwan, and I think that mix of cultures shows up in my work, both in the stories I tell visually and in the aesthetics I gravitate towards. I trained myself through a lot of practice, observation, and experimentation rather than a rigid academic path, which gave me freedom to shape my own style.
As an illustrator, I’m drawn to mood, atmosphere, and subtle storytelling. I want my art to feel like a single frame from a larger narrative, a glimpse into a moment that already has a history behind it. A big part of that comes from my love of manhwa, where storytelling through images is so immediate and emotionally charged. That influence shapes how I use composition, pacing, and expression to pull viewers into a scene. My background in graphic design also plays a role in how I balance composition and detail, and I’m constantly looking for ways to bridge fine art with more modern, digital expressions.
This month we’re putting the spotlight on one of Tellwell’s dedicated project managers, Reggie. As a key part of the publishing journey he works closely with our authors, guiding them through each stage of the process, keeping projects on track, and ensuring their work is brought to life.
Get to know more of Reggie and his role at Tellwell.
Can you tell us a bit about your role as a project manager at Tellwell, and what a typical day looks like for you?
A typical day starts with me completing urgent tasks such as reviewing design drafts for my authors. After that I move on to answering emails or giving authors a quick call if they need a gentle reminder about their tasks. Overall, my focus is on guiding them closely and effectively throughout the process of completing their book.
Meet John Henrick Abella, better known to us as JH, our sales manager at Tellwell! He leads our book-publishing consulting team, guiding authors and connecting them with the right services to bring their publishing goals to life. As part of our self-publishing model, JH plays an important role in guiding authors on their journey with Tellwell.
Get to know more about JH and his role at Tellwell.
Can you share a bit about your background and what led you to join Tellwell Publishing?
I started out in medical sales, which taught me the discipline and consistency needed to hit tough targets. After that I moved into publishing sales, and that’s where I really found my passion for working with authors and helping them bring their books to life. I’ve now been in the publishing industry for eight years, the last six at Tellwell. I started here as a publishing consultant and grew into the role of sales manager. What drew me to Tellwell, and what keeps me here, is how the company aims to be a true platform for author empowerment. That vision really resonates with me.
Meet Alyza Alenton, one of Tellwell’s project managers. With a love for books and journaling, Alyza brings dedication and passion to every project she handles. From orientation calls to coordinating with editors and designers, she helps guide authors through each step of their publishing journey.
Read on to learn more about Alyza and her role at Tellwell.
Tell us a bit about yourself! Where are you based, and what do you enjoy doing outside of work?
I’m based in the Philippines, specifically in Cebu. I enjoy reading and collecting books as well as figurines. I also love journaling and playing games with my friends.
Amber White is a multi-talented illustrator based in North Hollywood, California. With a background in sculpture, special effects, and wearable art, she brings a whimsical, earthy flair to every project. At Tellwell, Amber works closely with authors to bring their stories to life through expressive and detailed illustrations.
Read on to get to know her better!
1. Hi Amber! Tell us a bit about yourself.
Well hello, hello! I’m based out of North Hollywood, California. Outside of illustrating I work in sculpture and attempt to bring out creatures from natural elements to be worn as wearable art. I sell them online. I’m busy at home raising my three little boys, all under the age of eight. Through the year I am randomly brought back on board to my creature-creation film work as a special FX artist. I also do scenic work as well as various freelance art projects and body painting. It’s a constant eclectic, artsy, happy lifestyle. Plus I garden, a lot.
You can also check out my website here.
At Tellwell, we’ve had the privilege of collaborating with some truly exceptional creatives. Veronika Hipolito, one of our amazing illustrators, and Gerardo Basilio Faelnar, an outstanding illustrator and designer, sadly passed away recently in a tragic motor vehicle accident while on their way to a short vacation together. Their loss is deeply felt throughout Tellwell. Their beautiful contributions will leave a lasting imprint, not only on the books they helped create, but on the whole company as we honour their lives and generous spirits.
In remembering Veronika and Gerardo, we reflect on the mark they made through their talent, dedication, and passion for storytelling. Their work brought stories to life, inspired readers, and became a vital part of our creative journey at Tellwell.
This tribute looks back at some of their most memorable projects—the ones that resonated deeply with readers and became team favourites. Through their art, their spirits continue to shine.
This April, we’re shining the spotlight on one of our talented editors here at Tellwell—meet Jen! She plays a key role in helping authors bring their stories to life, guiding them through the editing process with care, expertise, and a true passion for storytelling.
Read on to learn more about Jen and her role at Tellwell.
How did you get into professional editing?
Throughout my life, editing and I have taken turns finding each other.
In elementary school, unasked, I would politely point out any errors I noticed in my teachers’ written materials. In high school, people were always showing me their angsty love poems and love letters and asking if I thought they should send them or if they should change any of the wording first for greatest effect. I would advise them to take out the cliches and build on the specifics. In university, as a student of English Literature, I was the one everyone asked to edit their essays at 2 a.m. For a summer I taught English in Japan where, while waiting at an airport in Tokyo, a pilot sat down beside me and silently handed over a pile of papers and a pen. Through hand gestures and facial expressions, I grew to understand that he was asking me to edit his flight notes. I did so, happily. But how did the pilot know to ask me?
Alyssa is Tellwell’s content creator and the voice behind the Demystifying Self-Publishing podcast. She’s passionate about storytelling, connecting with authors, and making self-publishing feel a little less overwhelming.
From creating engaging content to hosting insightful conversations, Alyssa brings creativity to everything she does.
Get to know her and what goes on behind the scenes!
Can you tell us about your role at Tellwell, and what a typical day looks like for you?
As Tellwell’s content creator, I have the privilege of exercising my creative energy through podcast recording and editing, creating videos for our YouTube channel, designing captivating thumbnails, or executing trendy Reels and TikToks for social media to enhance our brand awareness. A typical day might include researching an upcoming podcast guest and creating questions for our interview, recording a podcast or YouTube video, designing internal or corporate marketing assets, or hopping into an afternoon check-in with our team.
Step behind the scenes with our editing and distribution experts as they shape stories into polished, published works.
At Tellwell, Simon Ogden plays a key role in bringing books to life. He refines manuscripts, oversees design quality, guides project managers, and ensures smooth communication with authors.
Quality assurance is central to his work, with careful reviews and refinements maintaining high publishing standards. A quick break offers a moment to recharge before final checks and project coordination.
With a focus on storytelling and precision, Simon helps authors turn their ideas into well-crafted books that connect with readers.
Check out the behind-the-scenes with Simon, Tellwell managing editor here.
Getting a book into the hands of readers takes more than just great storytelling—it requires careful planning and seamless logistics. That’s where Joy, Tellwell’s Distribution Manager, comes in.
From coordinating shipments and tracking timelines to working with publishers and ensuring books arrive on schedule, Joy plays a vital role in the publishing process. Her work helps bridge the gap between authors and readers, making sure every book finds its way to the right audience.
And the best part? She can do it all from anywhere—whether she’s working from a coffee shop, her home office, or on the move. Wherever she goes, the books go with her.
Check out the behind-the-scenes with Joy, Tellwell Distribution Manager here.
