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I’d say work out the rules and mechanics first.
People are more likely to buy into a new set of rules if they don’t have to buy (and assemble and paint) yet another set of miniatures.
Also keep in mind that artists tend to specialize in specific areas. Illustrations and concept art are a completely different beast compared to 3D sculpting. Maybe getting an illustrator to help you nail down your design makes it easier to find someone to do the 3D sculpts ?
One option worth exploring might be a website like Fiverr :
https://www.fiverr.com/
I don’t know if you can find anyone that can deliver, but it might be worth a peek.
DeviantArt might be worth exploring if you need to find examples to help explain your concepts to an artist :
And as with anything : you get what you pay for …
There’s a reason why kickstarters for projects tend to have spent thousands of dollars just to get to the prototype stage.
and of course … the market for 28mm wargames is very crowded, so be realistic when setting your goal.