Project Overview
Empty Spot is an online childcare booking system - the first of its kind in Australia - allowing parents to find and book any 'empty spot' quickly and easily. Character illustrations were required, to support Empty Spot's branding and communications. These illustrations were to be employed across a range of mediums - both online and offline.
Project Commissioner
Project Creator
Team
Irwin Hau - Creative Director
David Chea - Illustrator
Diana Tan - Graphics Designer
Project Brief
As the definitive online website for locating quality childcare in Australia, Empty Spot required consistent characters to represent the brand and to communicate to target audiences across all advertising mediums.
Key Requirement:
- Development of "realistic" cartoon representatives for the Empty Spot brand.
The Brief Had To Tick The Following:
- The illustrations must bring the Empty Spot brand to life. The characters must resonate with Empty Spot's primary target audience, namely young mothers who require child care.
- Answer the question of "What if Empty Spot was a person(s)? What would he/she/they be like?"
- The colour palette and illustration style must compliment and match the existing brand style, logo and guidelines.
- Must be eye catching and easily recognisable when compared to other collateral in the childcare space.
Project Innovation/Need
- We created illustrated characters that had the flexibility to be used in various poses and positions across different mediums.
- The illustrated characters have dynamic movable, adaptable parts, all created within budget and scope to allow for future adaptations.
Design Challenge
- The overall design needed to be refined many times, as we attempted different ages, ethnicities, clothing, illustration styles, and both three dimensional and flat design models.
- Achieving the perfect balance for the target audience.
- Communicating a relaxed yet professional feel; lighthearted yet important.
Effectiveness
The illustrations have received great feedback when tested on the target demographic.
Additionally, Empty Spot have been utilising the illustrations on various sales and promotional materials, successfully garnering rapport and buy-in from prospective childcare centres.
The illustrations will continue to be a critical asset within the Empty Spot brand as the system launches and grows.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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