The Problem

AHM wanted to inject a bit more personality into their brand, which previously did not utilise illustration.

The Process

The intial brief outlined the need to keep the illustration style within brand guidelines, by keeping a predominanetly black and white or greyscale colour palette. The illustration style's main goal was to inject personality and humour into the brand, to match the written language and copy style.

I began experimenting with different styles within this realm, with some options experimenting with pops of colour to grab the user's attention. These styles were discussed and it was agreed that the style would remain solely grayscale, to drive home the key brand style.I also experimented with the illustration style details such as stroke outlines vs no outlines, soft shading vs patterned halftone shading and abstract characters vs human characters. The final style was chosen as both I and AHM agreed it was more unique and memorable as an illustration style.

AHM Style Guide
AHM Style Guide

The Solution

Illustration is the perfect way to inject personality. While words tell you something, an illustration can show you something. Illustration is the super communicator! Illustrations can be playful, fun and can lighten up topics which are not-so-interesting.

So, that's exactly what we did with AHM, we audited the website and saw areas where we could communicate better with illustration.

Through this process, an illustration style guide was born.

AHM Style Guide
AHM Style Guide
AHM Style Guide
AHM Style Guide
AHM Style Guide
AHM Style Guide
AHM Style Guide

Details

Type:Illustration for Product, Style Guide Development


About

I was approached by AHM Health Insurance and asked to develop an illustration style, along with a style guide. The illustration style goal was to reinforce information AHM send to their customers explaining the ins-and-outs of health insurance, and to help inject a bit more personality into their brand.

The illustration style needed to align with their existing brand guidelines (currently 100% black and white - which it was requested I try to keep to throughout the illustrations). After exploring many different styles and iterating upon them, we finalised the style guide, using playful metaphoric characters and geometric style human illustrations, with a distinct halftone shading style to set apart AHM from other brands.