When you think about the brands that stick with you, it’s rarely just about what they sell—it’s how they make you feel. Something about the way they showed up felt honest, maybe even a little personal. That’s not by accident.
These days, it’s tough for brands to stand out. Everyone’s fighting for attention, not just with better products or prices, but with stronger identities. That’s where custom Illustration for brands comes in. Unlike the same old stock photos or cookie-cutter templates, custom illustrations give brands their own voice. They help show off your personality, values, and story in a way that feels genuine and fun.
So, in this blog, we’ll dive into how custom illustrations can lift your brand, help you stand out, and leave a lasting impression. Let’s get into it!
Remember when all a brand really needed was a logo and a catchy tagline? That worked back in the day, but not anymore. Today, we live in a digital world where brands HAVE TO show up everywhere: websites, social media, emails, apps, and more. So, it’s no surprise that a simple logo isn’t enough. To really connect, brands need a full, consistent identity that speaks clearly across every touchpoint.
Now, brand identity means everything—from the story you tell, to the values you stand for, to the visuals you use repeatedly in all the right places. It’s about building a full experience that people can connect with on a deeper level.
According to Forbes , "Every touchpoint with the target audience, from marketing campaigns to virtual events, serves as an opportunity to reinforce brand identity."
Ever browse a website and think, “Wait… haven’t I seen this photo before?” You probably have. Stock images are used so often that they start to blend together. Sure, they’re easy to grab. But they rarely make a brand stand out.
The problem with stock imagery is that it makes your brand look generic. They might not align perfectly with your brand's message or values, leading to a disconnect with your audience.
Worse, your competitors could be using the exact same images, which doesn’t help you build a unique identity.
Custom illustrations, on the other hand, are made just for you. They reflect your brand’s story, values, and vibe in a way no stock photo ever could.
The best part? You can use these illustrations across your entire brand, your website, social channels, packaging, and ads. That kind of consistency builds trust and makes you instantly recognizable.
Take Airbnb. They saw the limitations of using the same old visuals and decided to shake things up. They brought in Jennifer Hom as their first in-house illustrator, and she helped breathe new life into their brand visuals.
Instead of using generic travel shots, they started showing hand-drawn scenes featuring real hosts and guests from around the world . It wasn’t just prettier but more inclusive and relatable. And it hit home with their global community.
They don’t just make aesthetics better but build a credible and authentic identity.
So, we’ve already covered why custom illustration for brands matters and why relying on stock visuals can hold you back. But let’s get into the real magic: what do illustrations actually do for your brand, beyond just looking good?
Spoiler: they’re not just eye candy. Great illustrations are hard-working tools that deliver real results.
Have a product that’s tough to explain in just a few words? That’s where custom illustration comes in—it can communicate your message in seconds.
Slack is a recurring example of illustration done right. Instead of relying on long blocks of text, they use friendly, hand-drawn visuals that show people chatting, sharing files, and getting work done together. Just one image helps users instantly understand what the product does and how it fits into their day.
And here’s why that works: our brains process visuals faster than text . So, in a world where people scroll quickly and attention spans are short, a custom illustration for brands can deliver clarity before a single word is read.
That means less explaining and more instant understanding.
Your brand has a personality, maybe it’s fun and quirky, or sleek and professional. But do people feel that the moment they land on your site?
Illustration helps set the mood without saying a word.
It’s like body language for your brand. Subtle, but powerful.
Humans connect with things that feel human. That’s why hand-drawn illustrations work so well; they don’t feel mass-produced or robotic. They feel real.
And that personal touch builds trust.
In fact, research from Harvard Business Review found that emotionally connected customers are more than twice as valuable as those who are just “satisfied.”
That’s a big deal.
So, if you want your brand to feel more relatable, illustrations can be your best ally.
Whether you’re trying to show that your app is easy to use or that your coffee shop cares about sustainability, illustration can show those things in creative, memorable ways.
Think of it like this: your audience may not remember what your text said, but they’ll remember how your illustrations made them feel.
So, What’s the Bottom Line?
Illustrations aren’t just there to make things look nice. They pull serious weight.
That’s why illustration for brands is a smart and strategic move for any brand that wants to grow with purpose.
By now, we’ve made one thing clear: illustrations aren’t just nice-to-haves—they actually do stuff. But maybe you’re wondering, “Okay, cool… but what kind of illustrations should I actually use?”
The answer? It depends. Every brand is different. Your style, tone, and goals all play a role. To help you get started, here are some of the most popular and powerful types of illustration brands that are used today, and why they work.
These are like the friendly, memorable face of your brand. Think of:
Mascots add personality. They make your brand feel human, approachable, and even fun, especially helpful if you want to take the edge off more serious or technical topics.
Guess what? You don’t have to be a kids’ brand to pull it off. Even SaaS platforms and fintech apps are using friendly characters to connect on a more personal level.
These full-scene illustrations show people where your brand fits in their lives (users in real-life scenarios using your product or service).
Imagine:
These visuals help users see themselves using your product. They tell a story without needing a single line of copy, and that story builds trust and relatability.
These are small icons or visuals that support content without stealing the show. For example:
They’re simple, but they help reinforce your brand’s style in subtle ways.
These are the illustrations that live inside your product itself.
Maybe it’s:
A great example? Notion. Their soft, black-and-white hand-drawn visuals appear when you haven’t added any content yet. It feels helpful, not blank or boring.
A great example? Notion. Their soft, black-and-white hand-drawn visuals appear when you haven’t added any content yet. It feels helpful, not blank or boring.
Don’t forget offline! Custom illustration isn’t just for screens. Brands like Oatly and Innocent Drinks use playful art on their cartons and bottles, and people love it. Their packaging is so charming that people pick it up just to read the label.
Choose What Works for You
Here’s the trick:
Whatever route you take, just make sure your illustration style matches your brand’s voice and maintain a unified voice everywhere. That’s how you build a brand people recognize (and remember).
The most successful identity illustrations aren’t lucky guesses. They’re the result of planning, smart systems, and a deep understanding of the audience.
Let’s look at how you can make your custom illustrations not just beautiful, but powerful.
Before anyone picks up a pencil (or stylus), get crystal clear on your brand personality.
Ask yourself:
This helps your illustrator match the visual tone to your voice from the start and avoids revisions later.
It’s easy to get caught up designing one perfect homepage graphic. But what happens when you need social posts, product screens, and emails to match?
That’s where a flexible illustration system saves the day. It includes:
This is what creates brand consistency and recognition everywhere your visuals show up.
Sure, your brand visuals should look amazing. But more importantly? They should resonate with your audience.
Rule of thumb: Your visuals should speak your audience’s language, even if there are no words.
Sure, your brand visuals should look amazing. But more importantly? They should resonate with your audience.
Rule of thumb: Your visuals should speak your audience’s language, even if there are no words.
So, you’ve got some awesome custom illustrations, maybe a cute character, some snazzy icons, and a few playful website visuals. But here’s the thing…
If they all look like they came from totally different places—like five artists each doing their own thing, it can feel a little off. Instead of building a strong, unified brand, you’re just decorating.
That’s where an illustration system comes in.
Think of it like your brand’s “visual rulebook.” It’s a set of guidelines that keeps all your illustrations looking like they belong together—same style, same tone, same vibe.
Here’s what is usually included:
This helps your team (or any designer you work with) stay on-brand, whether they’re making a website banner, an Instagram post, or a printed flyer.
Let’s say a user checks out your landing page, then your product dashboard, then your help center. If the illustrations feel disconnected or random, it sends a weird message. It feels messy, unpolished, maybe even untrustworthy.
But if everything flows visually? That’s brand magic. It reinforces brand confidence and cohesion without the user even thinking about it.
Dropbox did this really well. They launched a completely revamped illustration system that included modular assets, so designers could mix and match elements without breaking the style. It was expressive, scalable, and 100% “Dropbox.”
We get it, custom stuff costs more. Time, money, energy. So, it’s totally fair to ask: “Can’t I just use free templates or grab some pre-made visuals?”
Sure, you can. But if your goal is to build a brand people remember, trust, and feel connected to? You’ll probably need more than a plug-and-play solution.
Let’s break it down.
When dozens of brands are using the same illustration pack from that popular design site, how is anyone supposed to tell them apart?
When you invest in custom illustration services, you’re getting visuals that are:
Take Mailchimp, for example. When they ditched templates and went fully custom in their 2018 rebrand, their engagement skyrocketed.
Their quirky, hand-drawn illustrations made them feel more alive and human, and users noticed. According to their internal reports, they saw over 200% growth in engagement and social interactions after the change.
Hiring an illustrator or working with an illustration design agency isn’t free. But think of it as an investment, not an expense.
A one-time, thoughtfully created illustration system can:
Plus, you can repurpose custom assets everywhere—from product walkthroughs and pitch decks to packaging and even merch.
Let’s be honest: Custom illustrations for brands are exciting. It’s easy to get carried away with colors, characters, and styles. But here’s the deal: even the prettiest visuals can work against you if they’re not done thoughtfully.
Let’s go over some common illustration missteps—and how to avoid them.
A hand-drawn mascot on your homepage, slick 3D graphics on your app, and flat icons in your emails? That kind of style mashup might confuse your audience.
Why it’s a problem: It creates visual inconsistency, which can make your brand look unprofessional or scattered.
Fix it: Develop (and stick to) an illustration system. If you work with different illustrators, make sure they follow the same style guide.
Illustrations can get complex fast, especially when you’re trying to “wow” your audience. But too much detail can distract rather than clarify.
Why it’s a problem: Busy visuals are harder to process and may slow down web or app load times.
Fix it: Keep it clear and purposeful. Every element should serve a function—whether that’s explaining something, setting a tone, or guiding the user.
Your brand might be witty and laid-back, but your illustration for brands feels stiff and corporate. That’s a mismatch.
Why it’s a problem: When visuals don’t align with your messaging, it creates confusion and makes your brand feel inauthentic.
Fix it: Match your illustration tone with your brand voice. If your brand sounds human, your visuals should feel human too.
Alright, so you’ve invested time, budget, and creative energy into custom illustrations. They look amazing, your brand feels refreshed, and people are noticing.
But now you’re wondering: How do I actually know if this is paying off?
Let’s talk about how to track the impact of illustration for brands in ways that are clear, measurable, and tied to real results.
One of the first signs your illustrations are working? People start engaging more.
Watch for:
Pro tip: Use A/B testing to compare the performance of pages or posts with illustrations vs. those without them. The numbers will tell you what’s grabbing attention.
Illustrations aren’t just about first impressions—they help you stick in people’s minds.
Track brand recall with:
A 2020 Journal of Marketing study found that brands using distinctive illustrations saw a 31% boost in unaided recall. That’s a big deal.
Sometimes, your audience tells you exactly what they think, without you even asking.
Look for signs like:
Even internal teams—like sales or customer support—might notice people responding more warmly to your brand.
Here’s where you can really tie illustration to ROI.
Look for changes in:
If users are moving further down the funnel after you introduced brand illustration, that’s a solid win.
Last but not least, internal usage should be tracked. Are your team members using illustration assets consistently across:
If your visuals are easy to use, on-brand, and popping up everywhere, your illustration system is working.
If you’ve made it this far, here’s the big takeaway: Illustration for brands isn’t just about looking good, it’s about being ‘You’.
In a world where so many brands start to blend, custom illustration gives you something others can’t copy: A real identity.
Not just a look, but a feel. A vibe. A story people want to be part of. Something uniquely, unmistakably yours.
So, whether you're building a brand from scratch or giving your current one a much-needed glow-up, illustration can help you stand out in a way that feels authentic, intentional, and unforgettable.
Because at the end of the day, people don’t connect with features. They connect with stories, personality, and emotion.
And the right visuals can deliver those feelings before a single word is spoken.
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