Drawing and illustrating in brand communication

An idea emerges in the mind. Drawing helps to visualize it and make it tangible. It is usually the beginning of a process that leads to the desired impact and message. Illustrations are more than just accessories; they are a strategic tool for communicating complex content in an understandable and emotional way. When words fail, images can be the solution.

Even as a child, I loved to draw and did so a lot. Whether on vacation, to capture all my impressions and memories, or doodling in my notebook at school, which helped me concentrate better. Yes, you read that right, I doodled in my notebooks and I stand by it. Back then, it was completely analog with pen or brush and paper, today it's also digital with iPad and digital stylus. Even in everyday agency life, drawing is often the first step for me when a new project comes up. A quick sketch can help to get a feel for tonality, composition, or content—even before you start on the computer.

The right tools for creative processes

Choosing the right tools – whether analog materials such as paper, brushes, and pens, or digital solutions such as drawing apps – is crucial for the creative process. There is a wide range of options available, from free to paid. It's not just the tool that's key to getting the job done, but also the goal: Do I need printable vector data or more of an emotional, hand-drawn look? As an agency, it's important to be able to create vector-based graphics that can be enlarged as needed. That narrows down the selection, because most drawing apps don't let you create vector graphics. Adobe Illustrator and Adobe Fresco are good options.

Illustrator is available as a desktop version and for the iPad. The iPad version is more intuitive, as you can draw on the screen with a digital pen just like on paper. Fresco is only available for the iPad. You can also create animations here – from unfinished storyboards for sketching ideas to finished films.

But one drawing app should not go unmentioned: Procreate. The ultimate app for illustrators and artists who work digitally. It has an intuitive user interface and a very large selection of brushes and pen tips. Perfect for creative work. The only drawback is that Procreate cannot be used to create vector-based graphics or illustrations.

Icons for sustainable communication

For our CSR communication, we have developed icons that convey the themes of Mother Earth and ‘Road to Net Zero’. Our task: to visualize the messages in such a way that they not only come across clearly, but also arouse curiosity and establish a direct connection to the topic. Both graphics are available in round and elongated versions, depending on the application.

For us, illustrations are not decorative elements, but strategic design tools. Whether it's an icon set, animated storyboard, or characterful infographic, we design visual content that strengthens brands and moves people.

Are you planning a project with illustrative elements? We are happy to support you – from the first sketch to the final implementation.