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Background & Challenge
- It’s post rebrand season and we’ve already got our new logo mock and brand identity guide, but we’ve yet to solidify visual assets such as icons and illustrations.
- We’ve previously been using ‘Happy bag’, ShopBack’s iconic mascot and each markets has been using various style of visual assets due to the demand and needs to each market.
We’ve not had a standardised way to
design our illustrations, they are designed
singularly without a guideline.
This results in inconsistent visual language
across different screens.
Opportunity
- How might we unify and come up with an illustration style that would match our new brand identity and voice?
- How might we ensure illustration style and library is scalable for all market usage?
- How might we ensure the roll out of illustrations would be implemented/used by different teams (ie, product, marketing etc), in a timely manner, in time for ShopBack’s biggest festival, ShopFest?
Approach
- Roll out a timeline that would favour both ShopFest launch dates while considering current resources in the product and engineering team
- Working with product design studio team and regional team graphic designers to align on illustration style and levels of variation.
Not all stakeholders would find purpose in changing assets such as illustrations, hence this is one of the key slide that I’ve presented to tie back to the ‘Why’ of this initiative:
Design
Before
After
Here’s a peep at the principle that has driven the style and design of our illustration style: