A focus on travel destinations that highlight nature, architecture, or locale with zero to minimal focus on people.
Settings are not just static backdrops. They should enhance the story and depth of the message.
Environments should provide a sense of perspective, scale, and global culture, giving viewers a sense of what it's like to visit other parts of the world.
Viewers should feel transported to the special moments and places shown in the imagery.
Photography should not be western-centric but show many different perspectives and settings from all over the world.
Photos of locations should never be culturally insensitive or inappropriate.
Avoid selecting locations that are obvious tourist photo-ops , but rather places that provide a fresh perspective of the beaten path.
Our industry is complex and often hard to capture visually. Illustrations are able to tell stories in a way that is not always possible to show through photography or a single icon.
We view each illustration piece as a vignette, combining concepts to tell a flowing and layered story.
Through abstraction our illustrated stories are free from having to be exactingly realistic. This allows us to tell flowing stories that layer multiple concepts and incorporate playful details that speak to the context.
Illustrations use a thin linework with supporting color accents that provide depth. Use flat design and never show perspective.
An illustration that uses continuity of lines to group together multiple scenes of the city of Seattle in an abstract way, allowing for a unique flow of elements integrated with the text.
An illustration for 'internationalization' using our fundamental grid to weave together multiple concepts.
Illustrations often follow an invisible fundamental 'grid' of linework that creates a foundation for abstracted stories. These invisible groupings connect and flow into each other in order to tell a cohesive story.
Fundamental filled shapes can create grounding and add detail without visually overwhelming. Not every shape has to be outlined.
Though abstract, illustrations should incorporate moments of life, warmth, motion or delight where possible.
Illustrations of people should by dynamic and active. When illustrating people, we use exaggerated and playful features – smaller heads, oversized arms and legs, wider shoulders and squatter torsos. We keep details like fingers abstract while taking creative liberties with hair styles and body shapes - celebrating our diversity.