- Always show people and experiences
- Be conceptual and emotional
- Be colourful, use layers, texture and strong lines
- Be modern and push the boundaries
- Be mature and don’t over simplify
Always show people and experiences
Architectural details are always the primary focus. But we can communicate experience by including people enjoying and interacting with the environments we’ve created to give the architecture its true context.
Be conceptual and emotional
We use illustration to enrich a story, create a mood or trigger a feeling. Illustration gives us the opportunity to be more conceptual, allowing the viewer to read into the meaning.
Be colourful, use layers, texture and strong lines
Human experiences are colourful, layered and textured and we want to reflect that in our use of illustration. We have an open colour palette so use it to your advantage.
When possible, stronger lines should also be used as they are more reflective of our business and sector.
Be modern and push the boundaries
Our use of illustration is very flexible and that’s because we want it to evolve over time and flex to the experiences we create. Use your judgment to consider what’s appropriate, focus on the new and exciting (rather than the traditional and safe).
Be mature and don’t over simplify
It’s important that the illustrations we use should feel mature in their composition and styling, as they need to be suitable for our audience. Don’t suggest illustration that is very simple and minimal.
Sourcing and licensing
Illustration styles should vary and be appropriate for the content and the format, not repurposed or used as general decoration.