The challenge was to visualize the style the client had in mind. In the maintenance software space, stock illustration is common. The challenge was to set MC free from the usual and build a custom, recognizable style of its own. A system that worked for web page banners of all sizes, email newsletters, display ads, digital docs, web body banners and social media had to be created. It also had to be easily reproduced by the external marketing company employees who would use the system often to create assets for MC.
As the graphic designer, I created an illustration system for MC. I chose appropriate sizing for web pages and established tiers for the system. The three tiers included full illustrations where backgrounds were needed, spot illustrations and icons. I sketched concepts and digitally illustrated graphics to build the database of assets that formed the system. I created guidelines and templates for a seamless handover to the client and their marketing company. Lastly, I redesigned website menu icons to align with the new aesthetic.
The solution was a tiered illustration system that exceeded the requested style. It included instructions, folder structure in a shared Drive, PDF guidelines, templates and training. Orange represented the tech side of the business, while blue and grey represented the industrial side. We delivered the completed system to the marketing company so they could create graphics when needed.