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