Want to establish your brand identity and attract new customers? Incorporating illustrations in your design strategy may be the answer.
Exceptional content needs great visuals to get noticed, and these days, they’re in no short supply. Thankfully, the days of cheesy stock images are (almost) gone, with high-quality photography – whether sourced or original – taking their place on blogs and content efforts across the board.
So much so, in fact, that even the good stuff starts to blend together, at times. When you’ve posted your umpteenth light-flared or color-blocked shot, where do you turn for something that feels fresh and new?
Artwork provides a wonderful departure from the photos we encounter every day. Effective graphics and illustrations don’t just catch the eye. They help tell a story.
“Illustration provides a great opportunity to communicate because it abstracts an idea,” says Steve Peck, a creative director who has worked on branding and campaigns for top companies including Apple, Dropbox, and Samsung. “It allows you to exaggerate your expression in effective ways and provides room for interpretation and imagination, which can make your message more powerful.”
Tech brands and beyond are experimenting, keen on the differentiation, clarification, and engagement digital illustration affords. More and more companies are bringing talent in-house, too, finally realizing that good design can be just as important as engineering.
After all, with pen on paper (or stylus on tablet, more likely) anything is possible – any style explored, any concept explained, beautifully and easily. Plus, illustration is a medium with universal appeal. The right animation can bring people together like no live-action clip can, precisely because of its ability to abstract concepts and characters.
Two brands rise above the rest in their illustration efforts, which run across every story they tell and nearly every piece of content they create: @OscarHealth and @Headspace. Here, the creative minds behind the brands’ illustrated identities share the ins-and-outs of bringing design and illustration to the forefront of content marketing.