Danae's visual language for Commerz Real
Commerz Real wanted a special, individual touch for the new corporate website and commissioned Danae Diaz to realise illustrative motifs. Her illustrations can be found on the website as well as in various documents and materials - thus ensuring a uniform visual language across all media.
But how do you develop a modern yet individual visual world? In this interview, Danae provides insights into her working methods - from the initial sketches to the final realisation. She explains how she was able to incorporate her creative signature despite clear guidelines and which design elements played a key role in making topics such as sustainability, innovation and digitalisation visually tangible.
An exciting look behind the scenes of an extensive illustration project!
How do you approach such an extensive project?
After the briefing, I start with intensive sketching and trial and error to develop different ideas. I work closely with the team in regular feedback sessions to define the desired style. Once this is established, the rest of the project often comes together smoothly.
Was there a specific process for liaising with the client, e.g. regular feedback rounds or workshops?
Yes, in the initial phase there were regular video calls with the project manager Julia Hepp. These meetings were initially used for the briefing phase and later for feedback rounds in order to coordinate all the details and continuously optimise the process.
What specific requirements did Commerz Real have for the illustrations? Which design elements (colours, shapes, style) played an important role in maintaining the CI?
Style: The illustrations should have a reduced but modern visual language. They should radiate the following attributes: open, flexible, ambitious, resilient, adaptable, likeable, human, smart, intelligent, networked, responsible, realistic, credible and cooperative. In addition, the style should convey a modern mindset, be ‘in tune with the times’ and think a little ahead.
Colours: Originally, there were no fixed colour values. During the conception phase, we decided together to use the colour values of the Commerz Real brand identity: Petrol, white (in shades) and yellow for accent details.
Were there any particular aspects or topics that you wanted the illustrations to focus on?
The illustrations should primarily address topics such as sustainability in the property industry, climate change and the transformation to renewable energies. Other focal points were innovation, digitalisation, connectivity and networks.
To what extent were you able to bring your own signature style to the project - despite the specific guidelines?
Although there were clear guidelines, the team gave me a lot of creative freedom. This allowed me to bring my style and signature to the project, which made the collaboration particularly enjoyable.
What techniques or tools did you use to create the illustrations?
The initial sketches were created both digitally and classically on paper. I worked out the final illustrations digitally - with Procreate on the iPad and Photoshop on the computer.
What were the biggest challenges in this project - especially in creating a standardised visual language for 29 different motifs?
The biggest challenge was to give each of the 29 motifs its own special character. Many of the themes were similar in terms of content, which is why I had to make sure that each motif had its own specific focus and character without losing the uniform visual language.
What role do you see for customised illustrations in corporate communication in general?
Illustrations play a central role in corporate communication as they make the visual identity of a brand unique and recognisable. They offer the opportunity to present complex content in an appealing and easily understandable way - which is particularly important for abstract or technical topics. Furthermore, illustrations convey values and emotions. They create a personal connection with the audience, promote sympathy and strengthen the brand message by visualising authenticity and creativity.
Danae's project shows how specifically developed illustrations can strengthen visual communication in corporate communication - from conveying complex content to emphasising brand values. We support companies in conveying their messages clearly, creatively and in line with their CI. Contact us to design your corporate communication effectively.