YouTube
An illustration system to liven up in-app shopping
YouTube Shopping lets content creators share products directly with their audience through the app.
Cafe24 – a Korean e-commerce platform connected with YouTube Shopping – wanted to refresh their illustration system, guiding users through the frontend and backend process. So that’s where we came in!
Working together with the YouTube team, we created 35 illustrations (four of which are animated) to help explain different features and make the YouTube Shopping experience easier and more fun.
Our brief for the updated illustrations was to make them easily understandable but with a playful edge. We spent a good amount of time on the concepting for this
– portraying complex ideas like security in payments in ways that are instantly readable, charming and within the illustration system, takes a bit of thought.
A big part of the brief to take into consideration was including elements of YouTube’s UI. Things like phones, shopping bags, cards, products,
shopfronts and tags have instantly recognisable features, to keep everything consistent and on-brand.
Simplicity is key
We devised different characters for different tasks, systematising the sketches and making a rule set that could be implemented into broader contexts. In essence this project was about setting up a reduced illustration system.
Showing a diverse range of characters through hair, faces and shoes. Big eyes, no nose, a body that's all legs. Simplicity often hits the nail on the head!
Credits
Services
Style exploration, Development, Concepting, Artworking, Creative direction and Production
Deliverables
35 x Illustrations (small, medium and large), 3 x Animated illustrations
Client
YouTube
Executive Creative Director
Mike Davies
Design & Animation
Robert Duncan
Animation
Stewart Harvey, Dev Joshi, Ryan Bird
Executive Producer
Jen Judd
Production
Flo Layer, Meg Shipton, Joe Murphy
