EXPRESS STEUER ILLUSTRATIONS

PROBLEM

Convincing people to file taxes themselves with the help of ExpressSteuer proves to be a hard challenge, as taxes in general are often thought as an intimidating and confusing topic.

SOLUTION

By creating a relatable and inviting brand, ExpressSteuer visually communicates that with its user-friendly service, filing taxes can be easy for anyone. Incorporating illustration into their brand further conveys playfulness and a unique personality that type and layout may not always effectively express. However, it was important to maintain the right balance of playfulness and seriousness, as they might run the risk of not being taken seriously if the style is too lighthearted. They are a tax preparation company after all!

2x Designers

My role: Designer

My role in this project was to design and rough sketch all the illustrations below to match the style established by the creative lead and Express Steuer. After the sketches were approved, the creative team took a couple each to vectorize and finalize. From the assets below, I digitally illustrated ‘Warranty’, ‘Success’, ‘Something Went Wrong’, ‘Login’, and ‘Info’.

THE CREATIVE TEAM

Creative Lead

EXPRESS STEUER ILLUSTRATION STYLE CHARACTERISTICS

Strong focus on its consumers by featuring people or a human elements
The suggestion of an environment is added using either gradients or thin lines, giving the illustrations a richer hierarchy.
Oversized documents and coins add playfulness while serene couches and desks make the environments relatable.
Texture and depth is achieved through subtle gradients and grain
A limited palette brings focus to what is happening in the scene
Play with the ExpressSteuer brand mark (blue coin with E logo)