New illos, who dis?
Shipt (Target) – Art Director, Designer & Illustrator
Background
Shipt was refreshing its visual identity, and I led the art direction for the new illustration style. I created new illustration assets, built a library with guidelines, and partnered with cross-functional teams and an external illustrator to bring the vision to life.
Process
We partnered with the Product team to create illustrations that supported key site features and worked in both dark and light mode. After auditing our existing illustrations, we prioritized updates and developed a flexible, textured block-print style in collaboration with illustrator Ruby Taylor.
New Illustration & Expression Set
Our object illustrations highlight Shipt’s core value, especially for items that don’t photograph well. I expanded the set for seasonal campaigns and standardized strokes and risograph textures to keep the style consistent across web, print, product, and photography.
Evolving Illustration Library
Since most designers on the team aren’t illustrators, I created a library of vector building blocks they could mix and match to speed up the process. These files also provided clear guidance for expanding the illustration library while maintaining a consistent brand style.
Results
More than 20% of users engaged with the secondary shelf on the global homepage during our MVP launch, and over 50% selected “grocery,” showing that more detailed categories will be valuable for customers.
