Concepting

Because Orchard’s service is complicated to explain, I brainstormed visual thought starters for the illustrator before we ever saw any sketches. The creative director and I wanted to make sure that everyone was aligned on what visual path we were looking for before moving forward.

Style Alignment

Before the illustrator, Brad Cuzen, fleshed out the entire set of illustrations, we asked to see four finalized illustrations so that we could align on style with company stakeholders. After seeing the first round, I provided some style tweaks based on the illustrator’s portfolio of previous work.

Final Tweaks

Collaborating with the Creative Director, I art directed the illustrator to create final, evergreen illustrations that could be used across all brand marketing materials even after the Unbreak Homebuying campaign.

“The only 4 letter word our customers use”

Feedback: Suggestion was to show customers’ faces and play with different heights by adding in a kid.

“Partner with agents who
have the 411 on the 08912”

Feedback: Suggestion was to reduce the number of people and create a bit more action in order to convey the helpfulness of agents.

“Get top dollar for your
mile high listing”

Feedback: Suggestion was to have the parents raising the child up in the air to reinforce the concept.

Land your dream home
without losing it

Feedback: Suggestion was to create a bit of disarray to address the “losing it” part of the headline.

“Make a cash offer with an edge”

Feedback: Suggestion was to keep the hero woman but rethink the man in order to be more intentional with his presence in the image. I suggested a “winners’ podium” as a solve.