Identity, Research and Representation: Designing Badi’s New Illustration Style

On the process of crafting an illustration style for a fast growing startup

Identity as a starting point

By the time I entered the scene, Badi already had an existing base of illustrations, and people felt connected to them in some ways. This was my starting point: I wanted to understand how people wanted to be represented, while also hopefully creating an environment for honest feedback.

Brand audit for Badi

Researching what had been done

My second step was to examine their existing illustrations. I gathered as much of Badi’s past work as I could find and talked to the people involved in its development. What often happens in startups is that they undergo a growth spurt, which often leads to stylistic inconsistencies. This is what eventually prompted them to find someone to focus on the project.

Mood board. Illustrators featured: Brad Cuzen, Antonio Uve, RADIO.
Mood board. Illustrators featured: Baranovskaya Sasha, Miguel Angel Campubri, Andy J Pizza, Raul Soria

Getting down to bizness

With our preferred mood board in hand, I sat down, opened up Illustrator, and began exploring. We decided to start redesigning four of the already existing onboarding illustrations, because they encompassed a good range of illustrations that were relatable to the brand. The first iterations were centered around ‘animal characters.’

Badi onboarding flow
Character avatars

Developing the visual language

One of the early explorations was a mix between playful, expressive linework and solid shapes, and the team really resonated with it. It felt hand-drawn (as much as vector illustration can be), imperfect, and approachable — yet also finished and polished.

Log in screen illustrations
Badi Library of illustrations
Small spot illustrations for email
Badi filter icons

Illustration legacy

Product illustrations are needed in many different contexts, which is why we created such a variety of them. And because we wanted other illustrators and designers to be able to just come in and easily create new artwork, we made guidelines that they could consult and apply in order to be aligned with the illustration identity.

Extract from illustration guidelines

Thank you

This project was a joy to work on, and it was also an incredible learning experience. It is by no means a finished product, but rather a constant work in progress, and I’m happy to have the opportunity to keep evolving and learning.



Freelance Illustrator & Designer

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