Client: Insightlytics
Project Link: https://www.intercom.com/ (as an example of strong brand illustration)

The Brief

Insightlytics, a data analytics SaaS company, had a major problem: their brand was cold, impersonal, and visually indistinguishable from their competitors. Their website and app were filled with generic stock photos that failed to explain their complex features in a simple, human way.

The Creative Strategy

Our strategy was to develop a custom illustration style that would become a core part of their brand identity. The goal was to make data feel friendly and accessible. We defined a style that was clean, optimistic, and character-driven, using simplified human figures interacting with abstract data elements to tell a story and explain concepts visually.

Design Execution

• Style Development: We created a unique illustration style guide, defining the color palette, line weight, character proportions, and rules for depicting abstract concepts. The style is geometric but with soft, rounded edges to feel approachable.

• Hero Illustrations: We designed a series of large, detailed “hero” illustrations for key pages on their website, such as the homepage and features pages, to make an immediate and memorable impact.

• Spot Illustrations & Icons: We created a comprehensive library of over 50 smaller “spot” illustrations and custom icons to be used throughout the app’s UI, onboarding flows, and email newsletters to provide visual context and guidance.

The Result

The new illustration system completely transformed the brand. A/B testing showed that pages with custom illustrations had a 40% higher user engagement rate than the old stock photo versions. The illustrations have given the company a unique, ownable personality that has significantly improved brand recall.

Design Disciplines: Digital Illustration, Brand Identity, UI/UX Design, Iconography, Character Design