Upon joining Alteryx, I identified a gap in the company’s visual identity—particularly regarding illustrations. The absence of a cohesive, branded style meant that stock illustrations were often used, failing to capture the company's unique offerings. My task was to develop a suite of branded illustrations that would unify our marketing materials, reinforce Alteryx's brand identity, and ensure visual consistency across all touchpoints.

To meet Alteryx’s needs, I developed multiple illustration styles: 2D, isometric, and spot illustrations. Each style was chosen for its flexibility and suitability for specific use cases within the brand. I paid particular attention to scalability, ensuring that the illustrations could be adapted to a variety of formats while maintaining visual integrity. This included considering how the illustrations would perform across both light and dark backgrounds without requiring reworking.

I established a design system for illustrations that was scalable and easy to use. By creating a consistent visual style, I enabled other designers—especially those who weren’t illustrators—to easily adapt and generate new illustrations for their design needs. I incorporated these into a Figma library, building components that ensured cohesion and flexibility. The library was structured to make it easy to customize and expand as the brand evolved.

A key challenge in this project was developing illustrations that could work on both light and dark backgrounds. To solve this, I focused on two primary colors from the brand palette, using gradients and strokes to convey depth and dimension. This technique ensured that the illustrations were versatile enough to work across different formats and color schemes, without losing clarity or impact.

To complement the primary illustrations, I developed supporting visual elements designed to enhance the overall composition. These included simplified graphic objects that could be easily integrated into various marketing materials. These supporting elements were created with consistency in mind, ensuring they fit seamlessly into the brand's visual identity and enhanced the flexibility of the design system.

Throughout the project, I worked closely with other designers to ensure the illustrations were implemented consistently across various marketing materials. This collaboration was crucial to defining the final style and making sure that the illustrations fit within the broader design system. I also provided guidance on how to best utilize the illustrations in digital and print materials, ensuring scalability and adaptability across all channels.