WPP Illustration system

WPP is the world’s largest holding company, operating across many industries including advertising, public relations, brand consulting and digital, that provides a wide range of professional services to large, multi-national clients.

During my role as in-house deisgner the HQ communications team, WPP gave me the task to design and expand the branding illustration system to help expressing the company’s message and connect with users through consistent illustrations in the entire organisation.

We identified two main illustration styles: primary and secondary - these support certain information and describe the whole idea behind a concept and introduce narrative elements to visual content or more complex situations to be expressed, reflecting a certain feel and mood.

WPP Illustration system

WPP is the world’s largest holding company, operating across many industries including advertising, public relations, brand consulting and digital, that provides a wide range of professional services to large, multi-national clients.

During my role as in-house deisgner the HQ communications team, WPP gave me the task to design and expand the branding illustration system to help expressing the company’s message and connect with users through consistent illustrations in the entire organisation.

We identified two main illustration styles: primary and secondary - these support certain information and describe the whole idea behind a concept and introduce narrative elements to visual content or more complex situations to be expressed, reflecting a certain feel and mood.

Primary Illustrations

The WPP illustration style utilises brandcolours and circles - the style is simple, flat, and geometric.

The style is based on creating abstract illustrations through circles to convey specific points and uses methaphoric abstract concepts - this style is mainly paired with copy.

Primary Illustrations

The WPP illustration style utilises brandcolours and circles - the style is simple, flat, and geometric.

The style is based on creating abstract illustrations through circles to convey specific points and uses methaphoric abstract concepts - this style is mainly paired with copy.

Secondary Illustrations

These illustrations are meant to create scenes using characters and rounded shapes to help telling stories and thoughtfully convey ideas - they are able to tell more complex stories and scenes when the abstract approach isn’t ideal for a specific context.

Secondary illustrations are made with geometric and rounded shapes, making it simple to copy and implement, keeping the look and proportions of the shapes and characters consistent.

They are ethnically non-specific to represent diversity through abstract and bold skin colours. The absence of facial expressions helps characters be adaptable to a variety of contexts and situations.

Designed during my role at WPP.