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In Good Company: Branding Illustration System
Illustration Guidelines & Execution
Client - In Good Company | Art Direction, Illustration, Animation

MassMutual sub brand, In Good Company wanted to expand their branding into illustration thoughtfully and with a dedicated approach and system as they’ve reached growth milestones the last couple of years.

Animation by Latham Arnott
The Task
Use touchable, warm, mature illustrations to connect with users on an emotional level. In a world full of sterile, cold, financial companies, there’s plenty to be said about some empathy and human emotion. This is what we explored and found to be a wonderful fit for IGC’s new approach to an old industry. Our goal was to celebrate humans’ individual, unique, realistic financial goals and paths. Beyond typical imagery of piggy banks and charts, we wanted to emit empathy for anyone trying to educate themselves on finance.
Asset Library

Solution Process In Depth
We built the illustration style off the branding that In Good Company (IGC) had established over the years. As they’ve evolved and found their footing, it’s become more and more apparent what their illustration would look like. Here are some snippets from the deck.


Pillars
We developed these three core pillars as bumpers on the brand as we explored the visual style. Aligning each of the brand pillars with a few visual motifs, themes, feelings, etc allows us to stay consistent and tell the story that most uniquely describes the client’s. Limiting the visual input and inspiration in the grand scheme of things allows us to move forward quickly. Eventually of course we put these away entirely as we start developing multiple illustrations successfully.


Building a System
With the potential of multiple people working on the brand at once, creating a system was important to help illustrators (or even myself) keep everything looking and feeling consistent. By focusing on the hierarchy of people, then space, then plant life, we had guidelines that answered a lot of questions when beginning a new visual.

Animation by Latham Arnott

Thank you!
I hope this is a valuable resource for some of you in building meaningful illustration
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In Good Company: Branding Illustration System
153
1.2k
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Published:
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Kirk Wallace

In Good Company: Branding Illustration System

A visual style built for a financial education company based on the guidelines of empathy, modernism, and authenticity.
153
1.2k
7
Published: