How can you create a graphic illustration that captures a brand's values?

1 Define your brand values

Before you start sketching, you need to have a clear idea of what your brand stands for, what makes it unique, and what you want to convey to your customers. You can use a brand identity framework, such as the Brand Archetype Wheel, to identify your brand's core values, traits, and voice. This will help you narrow down your focus and choose the appropriate style, tone, and elements for your illustration.

2 Research your target audience

Next, you need to understand who your target audience is, what they care about, and what they expect from your brand. You can use tools like personas, surveys, and analytics to gather insights about your ideal customers. You want to create an illustration that resonates with them, appeals to their emotions, and solves their problems. You also want to avoid any stereotypes, clichés, or cultural sensitivities that might offend or alienate them.

3 Choose your illustration style

Now that you have a clear picture of your brand values and your target audience, you can choose the best illustration style for your project. There are many different styles of graphic illustration, such as flat, realistic, abstract, cartoon, or minimal. You want to choose a style that matches your brand personality, message, and goals. For example, if your brand is playful, friendly, and fun, you might opt for a cartoon style with bright colors and expressive characters. If your brand is elegant, sophisticated, and professional, you might prefer a realistic style with subtle shades and details.

4 Sketch your ideas

Once you have decided on your illustration style, you can start sketching your ideas on paper or digitally. You want to create a rough draft that shows the main elements, composition, and layout of your illustration. You can use references, inspiration, and mood boards to help you generate ideas. You also want to keep in mind the purpose, context, and format of your illustration. For example, if you are creating an illustration for a logo, you want to make sure it is simple, memorable, and scalable. If you are creating an illustration for a website, you want to make sure it is engaging, relevant, and responsive.

5 Refine your illustration

After you have sketched your ideas, you can refine your illustration using software like Adobe Illustrator, Photoshop, or Procreate. You want to polish your illustration by adding colors, textures, shadows, gradients, and other effects. You also want to check your illustration for consistency, clarity, and readability. You want to make sure your illustration reflects your brand values, communicates your message, and connects with your audience. You can also ask for feedback from your peers, clients, or users to see if your illustration works as intended.

6 Test and optimize your illustration

Finally, you want to test and optimize your illustration for different platforms, devices, and media. You want to make sure your illustration looks good and performs well on various screens, resolutions, and browsers. You also want to make sure your illustration is optimized for speed, quality, and accessibility. You can use tools like Google PageSpeed Insights, TinyPNG, or SVGOMG to reduce the file size, compress the images, and improve the loading time of your illustration. You can also use tools like Color Contrast Checker, WebAIM, or A11y Project to check the color contrast, readability, and accessibility of your illustration.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?