When you need to visualise a story and beautiful car imagery just isn’t enough
Art Direction, illustration
EV illustrations. Land Rover
Illustrating elegance
The Jaguar I-PACE electric vehicle site content had been very successful, and with almost the entire Land Rover line-up becoming available as a PHEV, there was now a task to recreate this for Land Rover.
Due to time constraints and a lack of Jaguar EV imagery, we had predominantly used scaled iconography to visualise the messaging. Though these worked, they were often too simplistic to fully illustrate their associated story, and their bulky design wasn’t premium enough to port straight across to Land Rover.
Requirement
Solution
Create refined illustrations that match the elegance of the vehicles
After researching examples online and searching for any pre-existing Land Rover illustrations across all comms, we settled on three possible routes that might work best alongside both vehicle photography and iconography seen elsewhere on the page.
Route A led more into classic editorial illustration, Route B a grouping of elements that would build up a story, and Route C, a small evolution from the iconography seen on the Jaguar section.
Stretcher
Route C
Route B
Route A
Output
We married Route B and C, blending scalable simplicity with a premium thin line weight. Introducing tints of Land Rover green softened solid areas, ensuring illustrations never felt too heavy and creating a unified suite of assets.
Stretcher
Stretcher
Stretcher
Results
Considering that illustrations had never been used on the site before, they worked perfectly in-page alongside the photographic assets. More illustrations would go on to be used elsewhere on the site, where they could better tell product stories.
Stretcher
The addition of using Lottie files to add some subtle parallax animation added another level of premium.
When porting the tool from the Jaguar site, we decided that our illustration style would fit this perfectly, too. By replacing the basic selection boxes used before, we offered a much more engaging solution.