Why your branding feels flat (and how illustrations fix it)
Your logo is polished. Your colours are on point. Your fonts? Cute.
So why does your brand still feel a little… flat?
If your visuals aren’t quite popping the way you want them to, there’s a good chance your branding is missing one key ingredient: brand illustrations.
Brand illustrations are often the secret sauce that takes a brand from “nice” to memorable. In this post, we’ll break down what brand illustrations are, when you actually need them, and the clear signs your branding could benefit from adding them in.
What are brand illustrations?
Brand illustrations are custom or semi-custom visual elements designed specifically to support your brand identity.
They can include:
Hand-drawn or digital illustrations
Icons and graphic motifs
Decorative elements and line work
Illustrated patterns or textures
Character or symbol-based visuals
Unlike random graphics or clip art, brand illustrations are intentionally designed to match your brand’s personality, tone, and visual direction.
Why brand illustrations matter in branding
Illustrations aren’t just about aesthetics, they’re about expression.
When used strategically, brand illustrations:
Add personality and warmth
Make your brand more recognisable
Create visual consistency across platforms
Help you stand out in saturated markets
Support your logo, colours, and typography
They give your brand a visual language that goes beyond stock imagery.
Signs your branding is missing brand illustrations
If you’re wondering whether illustrations are right for your brand, these signs will make it clear.
1. Your brand feels polished, but forgettable
If your branding looks “nice” but doesn’t linger in someone’s mind, illustrations can help create distinction.
Illustrations add a layer of uniqueness that templates and stock visuals simply can’t replicate.
2. You rely heavily on stock photos
Stock images can work, but when overused, they often make brands blend together.
Brand illustrations give you:
Visual assets no one else is using
More flexibility across digital and print
A consistent look even when photography isn’t available
3. Your brand lacks personality
If your brand doesn’t quite reflect you or your values yet, illustrations can help inject tone, whether that’s playful, refined, bold, or approachable.
They help your brand feel human, expressive, and intentional.
4. Your content feels inconsistent
If your Instagram, website, and marketing materials don’t feel connected, illustrations can act as a visual thread that ties everything together.
Used consistently, they become part of your recognisable design system.
5. Your branding doesn’t translate well digitally
Illustrations shine online.
They’re especially effective for:
Websites
Social media content
Email marketing
Digital products
If your brand feels flat on screen, illustrations can bring it to life.
6. Your brand is service-based or abstract
If what you offer isn’t easily photographed (think services, ideas, or experiences), illustrations help visualise what words alone can’t.
They simplify complex concepts and make them more engaging.
Do all brands need illustrations?
Not necessarily, and that’s important to say.
Illustrations work best for brands that want to feel:
Approachable or personality-driven
Creative or expressive
Modern and digital-first
Distinct from competitors
Some minimal or luxury brands may use illustrations sparingly, or not at all. It always comes back to strategy and art direction.
Custom vs semi-custom brand illustrations
Brand illustrations can be included in both custom and semi-custom branding.
Custom branding includes illustrations designed from scratch, tailored specifically to your brand
Semi-custom branding kits often include pre-designed illustration styles that align with a specific visual direction
Both can be powerful, the key is choosing what suits your stage of business and budget.
How brand illustrations fit into a branding system
Illustrations aren’t meant to replace your logo, they support it.
They work alongside:
Your logo suite
Colour palette
Typography
Layouts and spacing
Mood board and art direction
When everything works together, your brand feels cohesive, intentional, and elevated.
Ready to add personality to your Brand?
If your brand feels polished but flat, it might be time to explore a more expressive visual direction.
My branding packages include thoughtful art direction and illustration options designed to make your brand feel cohesive, confident, and unmistakably you.
Let’s create a brand that doesn’t just look good, it pops.
Skye x