Based on the images and the companion book, I suspect that the images were taken largely from pre-existing artwork, with one area of exception: the Courts. Perhaps a few other images were created specifically, to plug perceived gaps. Mostly, though, it feels like art was taken that could be made to fit the archetypes, rather than vice versa.
One result of this, one reason I suspect this, is that if you removed the card titles you would often be very hard pressed to know which card was which. They don't have standard imagery, and they don't have recognisable suit elements of any kind, never mind in the requisite number.
Still, for me this isn't a deal-breaker, as I love the artwork enough, and don't mind the titles. It does mean I'm unlikely to use this deck for professional readings, though, as I prefer those decks to be clearer at first glance.
Another reason this deck disappoints a little is because it is published by Schiffer. I have heard some people like Schiffer card stock, but for me it is always a sticking point with their decks. For my tastes, the card stock is too thick, making the deck clunky and difficult to shuffle.
My second issue with the deck concerns the editor at Schiffer. The book, while visually stunning, would have benefited from a closer eye to grammar, spelling and needless repetition. J.R. Rivera's writing is clear and knowledgeable, but is brought down by silly typos and poor proof reading.
The only gripe I have with the design element is that the spreads (of which there are ten), are all illustrated with just a straight line of cards. To my mind, one should be a cross (it's called a cross spread), one should be an inverted pyramid (family inheritance), and one could have been a V (vice versa spread). This would have made for more interesting pages, as well as easier to read spreads.
While the stories are sometimes a little simplistic, this fits with what Americans always seem to see as Jasmine Beckett-Griffith's target audience: young goths. And there is a certain charm and playfulness to both the images and the stories. Still, I could wish for something a little less twee in places, and more true to the images' symbolism.
Alice involved in painting roses red to pacify the Queen, from Alice in Wonderland. I base this on the look of the girl compared to a named Alice card in one of Beckett-Griffith's previous decks, as well as the presence of the grinning Cheshire Cat, the maze, and the red paint brush and roses (click the link to see a clip from the Disney movie - she's even wearing a similar blue dress with white pinafore). Yet, the companion book talks of a girl losing a painting competition to a cat who bribed the judges!?
Still, these are two slip-ups, as most of the cards and stories connect well. And though simple, they have a warm playfulness while remaining true to the tarot archetypes.
One section which is very innovative and well thought out is the Courts. There is a Nymph for each of the renamed suits: Fires, Waters, Airs and Earths (the last two plurals, in particular, really don't work well for me). Then, the other twelve Courts are represented by the twelve astrological signs, named to suggest the zodiac sign and its elemental association. So, we have the Lion of Fires for Leo, and the Crab of Waters, for Cancer.
These astrological cards seem to be ones created as a whole, either specifically for this project or for another astrological project. The artwork is simpler and more cartoon-like than the other imagery, while still beautiful and still clearly showing Beckett-Griffith's 'signature'. As for the use of these for the Courts, I think it works very well. The book gives meanings for each sign/card, both in terms of personality types, and describing situations they could express. It's a very different and yet useable approach to the Court cards.
Still, despite being artwork chosen, rather than created, to fit, mostly the cards do work. Some take a little getting used to, and some open up wonderful new perspectives. I love the Japanes high-tech angel as the Eight of Waters, realising the meaninglessness of all that tech and glitz, and going out into the world to discover what truly matters to her. Or the Eight of Earths with a sad maid trying to learn to understand the working of the universe through her practical experiments.
The bottom line for me is that it's a tarot with Jasmine Beckett-Griffith's artwork, and that alone would make it worth getting for me!