Modular illustration system for Signal Iduna CI
Anne-Marie created a modular illustration system to complement Signal Iduna's corporate identity. Various figures and objects were created to support and simplify Signal Iduna's internal and external communication. In addition, illustrations for the ePA app (electronic patient file) and a series of avatars were developed.
In the following interview, Anne-Marie gives us exciting insights into this challenging project.
Can you give us a brief overview of what this project was about?
Anne-Marie: With pleasure. Signal Iduna is a large German insurer that offers a wide range of insurance and financial services, including health, life and property insurance. The agency KNSK in Hamburg commissioned me to create a series of vector illustrations to develop a modular system to complement Signal Iduna's new corporate identity. These illustrations were to be used for both internal and external communication materials, including animations, social media content and print materials. The idea was that Signal Iduna could use these illustrations themselves and create new graphic combinations that are instantly recognisable and fit the brand.
That sounds like a big challenge. What special requirements did you have to take into account?
Anne-Marie: Yes, it was indeed a demanding task. The illustrations had to be kept in a minimalist style and use the colours of Signal Iduna's corporate identity. The characters were drawn both from the front and in profile in order to be versatile. Another important point was the proportionality and expressiveness of the facial features, which were to represent different emotions. To achieve this precision, I created vector sketches directly, although I normally sketch by hand with a felt-tip pen.
Can you tell us more about the process of creating the modular system?
Anne-Marie: I drew a complete family, including parents, children, grandparents, teenagers, as well as some professional characters. The aim was to combine all these characters to create different and personalised scenes. For the animations, I prepared an Illustrator file where each character is divided into separate parts on different layers - head, eyes, mouth, arms, skin colour etc. This detailed work involved over 1000 layers.
In addition, I created four key visuals showing different situations in Signal Iduna's colour palette to demonstrate the practical application of the illustrations that would later be implemented in the style of the kit.
But the project went even further, right?
Anne-Marie: That's right! Signal Iduna then commissioned me to create a series of drawings in the style of the modular system to illustrate their patient file app. I used one of the girls from the modular system as the basis, which now guides users through the app.
What can you tell us about the avatars for the app?
Anne-Marie: The avatars were created so that people can use them as a profile picture for their patient record. They were designed to suit everyone and to be multicultural. The idea is that everyone can identify with a character or object. For the neutral avatars, for example, we designed an avatar without a face. We have also created other neutral images, such as an apple, which symbolises good health, or a rainbow emerging from behind a cloud. This can be interpreted however you like, for me it expresses positivity.
How important was the topic of diversity when designing the modular system?
Anne-Marie: The modular system is designed to be diverse so that everyone feels represented. It should show a wide range of skin colours and cultural backgrounds. It takes into account the different needs and perspectives of the users and ensures that every person feels visible and recognised. Thanks to its modular structure, the toolkit can be continuously adapted and expanded to reflect ever greater diversity. The aim is to ensure inclusive and equitable representation for all.
What do you think was special about this project?
Anne-Marie: What was special was the close collaboration with KNSK and Signal Iduna to ensure that the illustrations matched the corporate identity exactly. The challenge of designing the illustrations in such a way that they could be used both internally and externally was also very exciting.
Why do you think modular illustration systems are so effective for a corporate design?
Anne-Marie: Illustration construction kit systems are particularly effective because they enable a flexible and customisable corporate design. The elements are interchangeable and can be combined, which simplifies and speeds up the creation of illustrations. Clear rules laid down in a style guide ensure a uniform visual character that characterises the identity of a brand and creates a high recognition value.
If you are interested in a modular illustration kit for your company, please get in touch with us!
We are also happy to offer you a free inspiration talk!