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Narrative-driven collage visuals for SpotDraft’s brand system with a ‘mix-n-match’ approach

SpotDraft

SpotDraft required a unique illustration language that brings content to life with broad appeal, ensuring scalability and adaptability across mediums.

Visual Identity

Illustration system Guidelines

Illustration system

Guidelines

Strategy

Visual library Templatization

Visual library

Templatization

Website

Blog thumbnail

Streamlined illustration system for every use-case

OVERVIEW

Recurring themes, untimely output due to complex styling, and handled by external agencies led to monotonous & inconsistent visuals which failed to mark any impression.

OBJECTIVE

Complex styling was a huge blocker as it took 3 to 4 hrs to design one illustration. With the marketing ask of 10-15 illustrations per week, this consumed a huge chunk of design bandwidth leaving designers with tight deadlines for other projects. So, the goal was to set up an illustration language that allows room for creativity, is easily adaptable by stakeholders and primarily, ensures faster output of visuals.

DESIGN

The early visual explorations with recurring keywords in SpotDraft’s marketing pieces. We created variations using different image-cut-outs, textures, shapes and color pairings. Post validation from stakeholders, we defined the components and guidelines for the ‘mix-n-match’ illustration system for the design team. We also set up the imagery library to amp up the process for future projects.

APPLICATION

In first phase, we revamped the thumbnails for the blog page and later, the style was released for other use cases. This new system enabled designers to create visuals in 15 to 20 mins scaling blog frequency to 35+ per month vs 12 blogs per month.