THE BRIEF
idealo is one of the leading price comparison and shopping platforms in Europe with over 350 million offers of 50.000 shops and 1,5 million daily users. A challenge that it faced is that it lacked a style and visual language that is recognizable through different products and campaigns. The company didn’t have any guidelines regarding illustrations, resulting in either inconsistent chaos or under-usage on appropriate cases.
What’s the benefit of an illustration guideline? Illustrations can convey meaning better than photography and stock content. They give unique look and feel. Besides they can communicate messages abstractly and metaphorically. They can explain a process, a feature, or an empty state clearly. They evoke emotions, show personality, humour, and charm. Finally, they tell a story consistently and tailored to the content.
An illustration guideline was developed that created a reproducible and consistent style which met the Brand requirements and communicates its values. It defines which are the uses cases, conceptual guidelines (what to display, metaphors, universe, and composition), technical guidelines (stroke type and width, colours, scaling behaviour, shadow and light, perspective, curves) and a set of DOs and DONTs.
Client: idealo internet GmbH
Role & Responsibilities: Art Direction, Creative Direction, Strategic Design, Graphic Design, Project Management & Team Leading.
Graphic Design: Paolo Pedretti, Daniela Strauch, Simon Schmidt & Federico Stura
Location: Berlin, Germany
Date: 2018
Date: 2018
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