ILLUSTRATIONS, BRAND IDENTITY
WPP Illustration system
As part of the evolving branding of WPP, I led the development and roll out of WPP’s new illustration system, setting a standardised and flexible visual language across different teams and applications. The system is designed to evoke deeper meanings and connections, presenting concepts, objects, and sectors in a refreshing light.
The system showcases WPP’s dedication to using the power of creativity to construct better futures for our people, planet, clients, and communities.
CORE PRINCIPLES BEHIND THE SYSTEM
- Streamlined implementation across diverse teams: our strategy was designed to foster unity and synergy across various teams, setting a new standard in collaborative creativity.
- Flexible system: our approach allows a spectrum of visual narratives, from supportive visuals to intricate hero images, thereby ensuring that the design could adapt and thrive in a multitude of settings.
- Evolving design: a visual language that allows evolution and growth, without compromising WPP’s identity.
- Flexible system: our approach allows a spectrum of visual narratives, from supportive visuals to intricate hero images, thereby ensuring that the design could adapt and thrive in a multitude of settings.
- Evolving design: a visual language that allows evolution and growth, without compromising WPP’s identity.
PROBLEM AND SOLUTION
In the project’s early stages, we recognised the opportunity to establish a more cohesive visual language that would represent WPP – this guided us through extensive design experimentation, leading us to the initial drafts of the WPP illustration system. During this phase, we have been experimenting with greyscale designs helped in fine-tuning the stylistic direction.
FINE-TUNING THE DESIGN DIRECTION THROUGH GREYSCALE DESIGNS IN THE INITIAL PHASE
To accommodate the varying needs and expedited timelines of different projects within WPP, we devised a flexible, cohesive, and easy to implement illustration system anchored firmly in WPP’s identity.
1. PRIMARY STYLE - ABSTRACT
Central to WPP’s visual language, this style predominantly uses circles in a smart and metaphorical way to represent concepts, objects, and sector. Going beyond minimalist aesthetics, it aims to communicate specific points, ensuring a visual narrative that is aligned with the brand’s forward-thinking philosophy.
ELEMENTS TAKEN FROM THE WPP MASTER-BRAND
2. SUPPORTIVE STYLE - NARRATIVE
To further enrich WPP’s visual narrative and address specific requirements of diverse teams, we introduced a complementary narrative style, that maintains a strong nod to the geometric foundations of primary style, bringing in a layer of complexity to our illustrations. It uses softer shapes and circles, harmonising with WPP’s existing branding.
This style helps showcasing inclusive and collaborative settings, introducing characters designed from simple geometric shapes and neutral tones that reflect WPP’s commitment to diversity and inclusivity.
SHAPES CONSTRUCTION GUIDELINES
BODY CONSTRUCTION GUIDELINES
By offering a spectrum of body types and abstract skin tones, these adaptable and neutral characters align the brand’s values, adding a richer texture to the internal narratives, especially in training materials and initiatives.
APPLICATION
The system works in multiple contexts—from print to digital—offering visuals that range from detailed to simple.
HERO ILLUSTRATION, DETAILED VISUAL FOR COMPLEX NARRATIVES AND HEADLINES
SPOT ILLUSTRATION, SIMPLE VISUAL SUPPORTING TEXT IN LIMITED SPACE
BADGES, QUICK-READ ILLUSTRATIONS OPTIMISED FOR 80X80 PX
ACCESSIBILITY
Our designs strictly adhere to the WCAG guidelines, maintaining a minimum of 3:1 color contrast ratio as per AA accessibility standards. This commitment ensures an inclusive user experience, facilitating readability and visual accessibility across diverse user groups.
ACCESSIBILITY EXAMPLE
GUIDANCE AND FLEXIBILITY
Our goal was to create a balance between setting clear guidelines and leaving room for individual creativity. We developed a set of guidelines and an illustration kit available in Illustrator, Figma and Adobe XD, designed to kickstart the creative process while ensuring brand consistency.
OUTCOME
The dual-style approach has offered WPP with a multi-faceted visual toolkit. By leveraging simple geometric forms and brand colours, we’ve created an illustration system that is both inclusive and reflective of WPP’s identity. Through this approach, we ensure a uniform representation of WPP’s brand identity across different touch-points.
