BUILDING BRANDS THROUGH THOUGHTFUL DESIGN BUILDING BRANDS THROUGH THOUGHTFUL DESIGN BUILDING BRANDS THROUGH THOUGHTFUL DESIGN BUILDING BRANDS THROUGH THOUGHTFUL DESIGN BUILDING BRANDS THROUGH THOUGHTFUL DESIGN BUILDING BRANDS THROUGH THOUGHTFUL DESIGN  
CASSANDRA BAUTISTA

Rael Illustration Redesign ILLUSTRATION & BRAND DESIGN
Rael underwent a brand refresh with the goal of evolving its illustration style to better align with its core values while staying on trend. I carefully addressed previous challenges in the illustrations and developed a new style that more accurately reflects Rael’s brand identity.

Illustration Brainstorming

Goal: To highlight the diversity in bleeding women + communicate maturity


Considerations

  1. Move away from oddly define body shapes from our previous style. Opt for more realistically proportioned but slightly exaggerated body types to create maturity and sophistication. Also Highlights the organic curves in the human body.
  2. Convey the artfulness of the brand by using irregular strokes and slightly messy styling to convey a sense of rawness & realness
  3. Could explore the use of natural brush strokes for line details 

Solutions

  1. Illustrating different human futures (different noses, hair types)
  2. Correctly proportioned bodies with slight exaggerations (bigger hands, legs) in a way that makes sense
  3. More realistic details (i.e. hair highlights/lines, eye creases, nostrils)
  4. Variable widths in the brush strokes
  5. Convey emotion & environment through body poses, hair styling, and mouth movement 




Example Above :  Moodboard Inspiration for New Illustration Style 


Example Above :  Final Illustration Style Guide for Developed Imagery