Spot + Badge Illustrations
During a six month period where Orchard did not have a creative director, I led and art directed our contracted illustrator, Brad Cuzen, to create 31 spot and badge illustrations to help explain some of the more complicated services and value props of the company.
Process
At the project kick-off, I audited the existing illustrations we had as well as the value props that needed a badge illustration. From there, I was able to determine the number of illustrations we needed to request from Brad Cuzen, and Orchard’s producer negotiated budget. From there, I set up a framework for a feedback timeline between Orchard and Brad, and the team had a meeting to determine responsibilities.
Art Direction
While art directing this project, I focused on keeping the size of the spots and badges the same size, communicating as clearly and quickly as possible, and making sure that the content of our spots supported our brand’s demographic. Below are three examples of some changes that were made.
Process: Working together with two product designers to ensure that the new illustrations met theirs as well as marketing’s needs, we consolidated feedback for the illustrations during each feedback stage.
Feedback: Simplify the number of boxes, diversify the color of the boxes to create visual interest.
Feedback: First image reads a little negative and is a bit unclear. Swap for a more straightforward concept.
Feedback: Switch shoes for non-beach shoes, as our target locations are all primarily suburbs outside of land-based cities. Switch out the maroon color for a more primary brand color.
Final scenes
On spaces like the landing page, occasionally the product team has a need for more generalized scenes of home interiors. Below are three scenes of a hallway, bathroom, and kitchen.
Illustrations on Product
I am in the process of working closely together with the Head of Product Design and Head of Marketing in order to ensure that the spot and badge illustrations are implemented across all product and marketing consistently. Below is a snapshot of some of the Figma pages showing mock ups of where the illustrations will live on product.
Career Page Illustrations
We did not move forward on commissioning a set of career page illustrations, since the usage case would not warrant pushing our initial budget. I worked together with the lead product designer on the project to adjust and create net new illustrations for this moment highlighting our benefits on the Orchard jobs page.
