Life insurance is a deeply human product, so TAL’s brand historically favours photography and people. However, insurance can also be complex, so the brand was looking for practical ways to flexibly communicate a variety of concepts in different mediums. It became clear that if we allowed illustration and iconography to be used, we needed clear guidelines.
I worked with our brand team and agency Analog Folk – guiding the brief and execution of the new illustration brand.
Keys to success:
Create a character creation system that gave designers rules they could follow to create with clarity
Ensure the characters represented the diversity we see in Australia
Keep the style clean and focused on conveying concepts – avoiding illustration detail and background noise
Produce a solution that was practical. Easy to evolve, animate and use as content in varied media contexts
Credits Agency: Analog Folk Designer: Robbie Carter
(Thank you for your outstanding collaboration and support)
