EF School Illustrations | 2019
EF Global Creative Studio Anta Aleksandrova Russ Gray
First, we needed to establish a set of rules based on where these illustrations would live: web components, notebooks, coffee mugs, posters, and so forth. Through exploration, we learned flat background colors blend well with other UI and graphical elements while also being immersive by implying a season and a time of day. We also realized early on how important it was to center the buildings in the composition to perform well across all our touchpoints, given each building’s varying size.
We used illustration to add emphasis to the characteristics of our buildings. It iconifies their location, turning the least photogenic building into a credible piece of architecture. The structures became romantic, raising their perception and carrying the weight of making every school look equally appealing.
We took the most remarkable sections of larger buildings to focus on their individual characters. We retained proportions to give a more considered feeling towards the architecture and removed any visual noise that did not compliment the essence of the building.
Next, we added diversity to the collection by playing with seasonal colors or aesthetics commonly associated with their locales. Glass reflections, everyday objects, cars or bikes, vegetation, and time of day made it enjoyable to artistically explore all the schools.
Finally, the illustration stretched beyond what photography could do by depicting the nearby lake or ocean, making traffic look charming or capturing local skyline icons. All done while filtering out neighboring buildings, obstructions, and other visual noise.
To celebrate the launch of the EF Kids & Teens brand in Indonesia, we applied the same visual treatment to the main three schools, placing extra emphasis on building details and playful window reflections.
The final artwork combines all these learnings, putting our schools front and center.