Brand & visual systems

Building a scalable illustration system for Uswitch

Shifting from ad-hoc, inconsistent asset creation to a structured, reusable and strategically aligned visual language across every channel.

Role

Design Manager

Duration

3 months

Team

1 motion designer, 2 visual designers, external illustrators

Line-art illustrations of two people using Uswitch-branded devices: one at a laundry appliance, one plugging in an electric car.

What we did

Uswitch lacked a scalable illustration system. Existing assets were limited, frequently reused, and inconsistently applied across channels, weakening brand recognition and creating inefficiencies for both marketing and product teams. We were also unable to reuse assets from ATL TV campaigns.

What initially appeared to be a need for "more illustrations" was, in reality, a broader systems problem — an opportunity to shift from ad-hoc asset creation toward a more structured, reusable, and strategically aligned visual language.

Grid of existing Uswitch marketing creative in inconsistent visual styles. — Existing inconsistencies in visual language across channels.

Strategy

I reframed the initiative from producing illustrations to defining a flexible, system-driven approach that could scale across touchpoints and use cases — balancing a consistent, ownable style with the adaptability to work across every channel, while staying technically viable for motion and animation.

Early exploration was intentionally broad, letting the team test stylistic boundaries and build alignment around what worked, and what didn't. A key principle was introducing modularity early, so assets could recombine into new scenarios without constant redesign and cost.

FigJam board mapping illustration styles, asset lists and scene/object/character breakdowns for broadband and mobile campaigns. — Mapping styles, assets and scenarios during early exploration.

Leadership approach

My focus was on creating clarity, alignment, and an environment where specialists could contribute at their highest level.

Set creative direction and established a clear quality bar across teams
Aligned internal designers and external illustrators around shared principles
Introduced weekly critique and feedback loops to maintain pace and reduce rework
Structured collaboration to leverage strengths across motion, visual design and illustration
Ensured outputs reflected diversity and inclusivity within the visual language

Key challenge

Balancing creative exploration with system constraints was a constant tension. The need for a distinctive, ownable style had to coexist with practical requirements — modularity, cross-channel use, colour constraints and motion readiness. Anchoring the work in modularity from the outset shaped both the stylistic direction and how assets were constructed for static and animated use.

Outcome

Defined a cohesive and scalable illustration direction aligned with brand needs
Established clear boundaries by identifying both successful and unsuitable styles
Created the foundation for a reusable, cross-channel illustration system
Fast-tracked collaboration efficiency between internal teams and external partners

60%

Cost reduction to creation and iteration vs. alternatives

1 system

Reusable across CRM, web, app, social and print

Strong

Stakeholder alignment and buy-in across teams

Line-art character line-up in the finished Uswitch illustration style, in green and black.

Grid of small spot icon illustrations in the finished Uswitch style, covering household and energy themes. — The finished modular system, applied to characters and spot icons.

Seasonal illustrated scene of a family at Christmas, in the finished Uswitch illustration style. — The system flexing to seasonal campaign work.

Reflection

The project generated more organisational momentum than initially anticipated, with interest extending beyond the immediate scope into other teams and brands. With hindsight, I'd secure earlier buy-in to move from exploration into full system production, and position the work sooner as a multi-brand strategic asset.

This reinforced the importance of recognising when exploratory work has broader strategic value — and acting on that momentum earlier.