Freelance work platform Freecreative sought to enhance its brand memorability by incorporating unique illustrations into its visual communication strategy. By humanizing the brand through the illustrations, the company strengthened connections with its audience, following the goal of increasing loyalty and trust.

The illustrations were made by creating a design system, where the whole illustration of cheerful characters is constructed by two sides of Freecreative’s business: the freelancers and the clients. When put together they communicate what Freecreative is all about, finding the perfect match for everyone. Each character was drawn individually and was modified to have three different color versions so that the illustration can be used on top of all three brand colors, depending on the material in question.

These illustrations were not only used in marketing materials but also across digital platforms and merchandise, ensuring consistency and visibility. As the illustrations spread through social media, they sparked engagement and conversation, elevating the brand's presence. Ultimately, these illustrations became synonymous with the company's identity, leaving a lasting impression on both audiences and competitors.