Asecs is a big shopping centre in Jönköping, Sweden. Together with the creative agency Honst I created an illustration style to go with Asecs brand new visual identity. 
My starting point for creating Asecs illustration style was to make something playful, different and fun. I wanted to create a functional illustration style that was easy to recreate and use for multiple platforms. The illustration style used the hand drawn 'wonky line' as a foundation. I wanted the human hand to feel present in the drawings, in the same way Asecs as a shopping centre is full of people. 
The light and playful expression made it possible to pair the illustrations with photos, gradients or typography. The illustrations could also easily be animated for digital platforms. 

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