I had the honor of leading the initiative to define Kohl's illustration style. Throughout this process, I conducted comprehensive research and successfully secured approval from significant stakeholders within the company. This style has been incorporated into various aspects of the Kohl's brand, spanning website landing pages, transactional emails, and in-store marketing materials.
To establish a distinctive illustration style, I conducted a thorough analysis of notable brands’ visual strategies. This research highlighted gaps and opportunities, informing our approach to differentiate Kohl's in the retail space.
With initial concepts in hand, I gathered feedback from stakeholders to refine the designs. The focus was on ensuring alignment with Kohl’s overall brand vision. Through iterative revisions, we developed a friendly and approachable style that appealed to our diverse customer base.
The creative process began with extensive brainstorming sessions and collaborative workshops. I led a team of designers in exploring a variety of styles, themes, and color palettes. This phase was essential for fostering creativity and ensuring diverse perspectives were included.
One of the key decisions was to omit facial features from the illustrations. This approach fosters inclusivity, ensuring that the visuals resonate with a wide audience and allow for individual interpretation.
I developed a comprehensive design system, selecting a color palette that adhered to Kohl’s brand standards. The use of grayscale was intentional, aligning with Diversity, Equity, and Inclusion (DEI) principles. This choice not only enhanced accessibility but also allowed for versatile application across various platforms.
Color
KDS Colors
Greys
Stroke
Primary
Secondary
Throughout this project, I developed a range of illustrations designed to complement Kohl’s brand identity and resonate with a broad audience. For character-driven illustrations, I focused on creating relatable, expressive people that reflect Kohl’s diverse customer base, from families to friends enjoying shared moments. For scenic and environmental illustrations, I incorporated inviting landscapes that evoke warmth and familiarity, aligning with Kohl’s welcoming atmosphere. Additionally, the action-oriented illustrations bring energy and movement to the project, capturing people in joyful, everyday activities that highlight a sense of connection and vibrancy. Each piece was carefully crafted to balance creativity with Kohl’s values, ensuring a cohesive, engaging final collection.
To facilitate a smooth transition to the new illustration style, I led training sessions for team members on how to effectively utilize the design system. These sessions empowered marketing and design teams to consistently apply the illustrations across all channels.
The development of Kohl’s illustration style was a collaborative and iterative process that prioritized inclusivity and brand values. I’m proud to have played a pivotal role in creating a visual identity that not only enhances customer engagement but also embodies the essence of the Kohl's brand.
Website curated with coffee in hand. ☕
All Rights Reserved© — Blake Brewer | 2024