Exelon illustration framework
Leading our illustration team we created an illustration framework representing Exelon to the world, the thread tying all their brands together. Illustration allows Exelon to own their visual story, rather than relying on expensive photo shoots, or stock images available to anyone. Defining a unique and ownable illustration style connects to consumers and amplifies the voice of each brand in a modern way. All while bringing a warmth to the digital presence. It makes Exelon memorable.
The illustrations are sophisticated with moments of lightheartedness that mirror daily life. They aren’t rigid and don’t strive to be overly perfect or stylized, they feel trustworthy and down to earth.
BUILDING A SYSTEM
THE BLOCKS - FROM BIG TO SMALL
The system is broken down into several categories ranging from big to small. This gave us an extraordinary amount of flexibility to fit into the largest, or smallest, digital space. It allowed us to seize on every possible opportunity to communicate or provide moments of delight to consumers. The categories were organized into four distinct groups: stories, scenes, moments and punctuations.
BUILD FROM WHITE
Building from white is the foundational strategy that allowed our illustration to fit into just about any space, whether occupying a large area of real estate or fitting as much detail into the space of an icon. Our system is built up, from background to foreground with the ability to add or remove portions of any layout. Color and form have a light touch, playing with full color and linework such that the composition never feels overwhelming or heavy.
POPS OF COLOR
The most powerful thing building from white afforded was flexibility in color. The same illustrations can appear in key moments across brands simply by swapping out colors in specific areas of the composition. This built unity across all assets and platforms in a way that is efficient but still unique to each brand identity.
PLAYING WITH PATTERN
In addition to color the illustrations were playful with pattern and detail. Slouchy socks, uneven books, a playful cat or a sleeping dog. There exists a range of hair types, able-bodiedness, and age range in addition to subtle details that make a scene, moment, or punctuation relatable to consumers.
