Storytelling may have become a buzzword in branding and advertising, but the fact remains that a compelling narrative can be enormously effective when it comes to engaging consumers, and getting across a brand’s personality and purpose.
Illustration is great for taking people on a journey, whether you’re literally walking people through a brand’s story using illustrated scenes or characters, or constructing a subtler narrative across various brand touchpoints.
Characters, or mascots, don’t have to be twee or childish. They can be an effective way to represent the attitude of a brand in a tangible, easily relatable way, as well as providing countless options for expanding across different platforms.
And illustration can also convey particular processes, or key issues that are important to a brand – its eco-friendly credentials, or educational initiatives, for instance – in interesting, eye-catching and totally bespoke ways.