Darrel Rees founded Heart in the 1990s, merging his role as a practicing illustrator with running an artist agency. This distinctive approach has helped Heart thrive for over thirty years, distinguishing it from many other agencies that have come and gone. To celebrate its anniversary, Heart published *What Happened*, a 134-page book featuring 34 artists who illustrate significant events from each year since the agency's inception. The book blends historical moments with personal experiences, emphasizing a timeline that reflects both the artists' lives and cultural shifts. Heart's foundation is rooted in the belief that artists should control their representation. Rees, along with his original team from the Big Orange collective, aimed to create a space where artists and clients engage honestly, moving away from traditional agency gatekeeping. Today, Heart is managed by four individuals with backgrounds in illustration and graphic design rather than traditional agency careers. This structure allows them to navigate the creative process better, balancing commissioned work with personal projects while understanding the nonlinear nature of artistic development. *What Happened* is not a corporate marketing piece; it focuses on the artwork itself, presenting diverse responses to significant moments over three decades without a mission statement or branding narrative. Each year's entry includes three historical facts, highlighting a positive perspective instead of dwelling on tragedies. The strong retention rate of artists, some of whom have been with Heart since 1994, indicates a successful model based on mutual respect and genuine relationships. This approach is a counter to the competitive nature of the industry, showcasing the trust built over decades.