Illustration Style Development
Asecs Shopping Centre, 2023

In collaboration with the creative agency Honst, I developed an illustration style to complement Asecs' brand new visual identity. Located in Jönköping, Sweden, Asecs is a popular shopping center frequented by many visitors.
My starting point for creating Asecs' illustration style was to infuse it with playfulness, distinctiveness, and joy. 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, reminiscent of the bustling atmosphere within Asecs itself.
The light and playful expression made it possible to pair the illustrations with photos, gradients or typography, offering many creative possibilities. The illustrations could also easily be animated for digital platforms. 
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