![ILLUSTRATION Graphic Designer visual identity](https://mir-s3-cdn-cf.behance.net/project_modules/1400/62deb0181615755.6525637f13500.png)
Our first system for an Asian client, playing globally: a portal where dynamic characters and playful shapes explore endless possibilities.
![ILLUSTRATION Graphic Designer visual identity](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/0c4817181615755.651ecf32236a3.gif)
We embraced outlines, dynamic poses, and the concept of a portal, creating a visual language. Two main challenges have been: (1) Crafting relatable visuals for B2B small businesses that resonate with dynamism without corporate stiffness. (2) Infusing playfulness subtly, using a simple visual treatment with black outlines with hints of orange (and lilac, just for hero content).
![ILLUSTRATION Graphic Designer visual identity](https://mir-s3-cdn-cf.behance.net/project_modules/1400/f2dcf4181615755.651ecf3222a6d.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/ca5521181615755.651ed07984bcc.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/a1b18c181615755.651ed07985725.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/65eec3181615755.6525609ff09fe.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/b4d30a181615755.6525609fefc10.gif)
We were inspired by the two main and iconic elements that represent the Alibaba core brand: the window, and the globe. The idea was to use them to create a connecting portal among places.
Shapes and people can travel and move geographically between them, from one place to the other, conveying one of the most important Alibaba's strengths: the delivery service.
Shapes and people can travel and move geographically between them, from one place to the other, conveying one of the most important Alibaba's strengths: the delivery service.
![ILLUSTRATION Graphic Designer visual identity](https://mir-s3-cdn-cf.behance.net/project_modules/1400/7ff39b181615755.652560a088172.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/disp_webp/5ee119181615755.652560df8d94d.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/disp_webp/d31765181615755.652560df8be66.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/disp_webp/4a47a4181615755.652560df8cd79.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/3ecd6b181615755.651ed1d758896.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/ce7f5c181615755.651ed181b7c83.jpg)
Guidelines are more than rules: they’re our creative blueprint. With the Alibaba.com Illustration System, we’ve not only designed captivating visuals but also provided essential guidelines. These aren’t rigid standards but a foundation, ensuring consistency across Alibaba.com’s global reach. These guidelines keep the system logical, assuring that it remains a cohesive and evolving entity.
![ILLUSTRATION Graphic Designer visual identity](https://mir-s3-cdn-cf.behance.net/project_modules/1400/cbf934181615755.651ed1825d7e2.jpg)
![ILLUSTRATION Graphic Designer visual identity](https://mir-s3-cdn-cf.behance.net/project_modules/1400/6dd07f181615755.652560a0871d9.jpg)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/b62baf181615755.65256261abecf.gif)
![](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/9514d2181615755.65256261ac979.jpg)
![ILLUSTRATION Graphic Designer visual identity](https://mir-s3-cdn-cf.behance.net/project_modules/1400/62a76d181615755.652562622b7ba.jpg)
Thanks for watching :)
Creative Direction Ilenia Notarangelo & Cristina Pasquale + Design Lead Sofia Buti + Animation Lead David Cubitt + Illustration Alessandra Marin + Animation Riccardo Chiara + Producer Ani Karamanukyan, Daniel Ceballos & Republic Studios + Portfolio Sound Design Fabrizio Martini + Portfolio Giovanna Crise