Illustrating elegance
EV illustrations. Land Rover.
When you need to visualise a story and beautiful car imagery just isn’t enough
Art Direction, Illustration, Motion
Requirement
Existing Jaguar EV content had proved successful, so with Land Rover about to sell electric vehicles, we needed to replicate that success, but with further refinement that the brand deserved.
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.
Route A
Route B
Route C
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
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.
Help me choose tool
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.
