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2023 / EXPRESS STEUER
.COM
ILLUSTRATIONS
ExpressSteuer specializes in AI-powered software that simplifies and automates the process of filing a german tax return, which is considered to be the most complex and complicated in the world. The company was in their early branding stages when they realized incorporating a distinct illustration style would benefit them in countless ways. This style was created with three goals in mind: make complex messages simple, build a strong connection with its audience, and distinguish ExpressSteuer from its competitors.
ILLUSTRATION STYLE CHARACTERISTICS
The goal of the illustrations are inject personality into a potentially dry or daunting subject. They humanize the website without veering into overly childlike aesthetics, fostering a sense of trust in the services provided.
We developed a set of guidelines and visual qualities they should follow to ensure they all feel cohesive and purposeful.
Humanize visuals by featuring people or human elements
Add the suggestion of an environment through gradients or thin lines for a richer hierarchy
Simplify visuals by using a limited color palette
Use subtle gradients and grain for added texture and depth
Play with the ExpressSteuer brand mark
Add playfulness by using oversized objects
THE CREATIVE TEAM
CREATIVE LEAD - NANCY BUTTERWORTH
ILLUSTRATORS - CARO TURCIOS, TATIANA AYAZO
MY ROLE: LEAD ILLUSTRATOR
MY ROLE IN THIS PROJECT WAS TO DESIGN AND ROUGH SKETCH ALL THE ILLUSTRATIONS TO MATCH THE STYLE ESTABLISHED BY THE CREATIVE LEAD AND AND EXPRESS STEUER.AFTER THE SKETCHES WERE APPROVED, I DIGITALLY ILLUSTRATED "WARRANTY", "SUCCESS", "SOMETHING WENT WRONG", "LOGIN", AND "INFO".
CONVINCING PEOPLE TO FILE TAXES THEMSELVES WITH THE HELP OF EXPRESS STEUER PROVES TO BE A HARD CHALLENGE, AS TAXES IN GENERAL ARE OFTEN THOUGHT AS AN INTIMIDATING AND CONFUSING TOPIC.
PROBLEM
CREATE A RELATABLE AND INVITING BRAND TO VISUALLY COMMUNICATES THAT WITH ITS USER-FRIENDLY SERVICE, FILING TAXES CAN BE EASY FOR ANYONE. HOWEVER, IT WAS IMPORTANT TO MAINTAIN THE RIGHT BALANCE OF PLAYFULNESS AND SERIOUSNESS, AS THEY MIGHT RUN THE RISK OF NOT BEING TAKEN SERIOUSLY. THEY ARE A TAX PREPARATION COMPANY AFTER ALL!
SOLUTION
MY ROLE: LEAD ILLUSTRATOR
MY ROLE IN THIS PROJECT WAS TO DESIGN AND ROUGH SKETCH ALL THE ILLUSTRATIONS TO MATCH THE STYLE ESTABLISHED BY THE CREATIVE LEAD AND AND EXPRESS STEUER.AFTER THE SKETCHES WERE APPROVED, I DIGITALLY ILLUSTRATED "WARRANTY", "SUCCESS", "SOMETHING WENT WRONG", "LOGIN", AND "INFO".
THE CREATIVE TEAM
CREATIVE LEAD - NANCY BUTTERWORTH
ILLUSTRATORS - CARO TURCIOS, TATIANA AYAZO
WHAT YOU WILL SEE
DESIGNED WITH A PURPOSE
These illustrations are designed to be on the top banner of each section of the ExpressSteuer website, providing users with a glimpse into the content while adding a touch of delight and human warmth.
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