With a successful new visual identity system in place, Australia Post wanted to enhance how it connected to its audiences with an illustration system.
As an iconic brand connecting with diverse audiences, a successful illustration system would bridge the gap between inspirational photography and functional icons across varied touchpoints and communications.
The new illustration style needed to align with the established brand personality and design principles and effectively explain products, services, and processes. Striking the right tone was a critical challenge – the illustrations needed to be approachable yet authoritative, confident without being overly corporate. Additionally, the system had to be systematic and simple enough for Australia Post’s in-house studio to create illustrations.
To address these challenges, collaborative workshops were conducted with Australia Post’s brand and digital teams. The goal was to define the role of illustration within the brand and to pinpoint the tone that would resonate with diverse audiences.
Once we’d defined the role, approach and style we created a set of key illustrations for use across digital applications. A further set of assets was developed into a central library.
We produced a set of guidelines that outlined the principles of the illustration system, provided examples of correct usage, and established a framework for maintaining consistency.
