In the master's thesis, we focused on planning and designing of app's visual identity with an emphasis on illustration system. The purpose of the research was to create a visual identity and an illustration system for the Live Coach app, which is intended for online individual training with coaches. In addition, we wanted to explore how an illustration system complements a visual identity and how important planning and guidelines are when creating an illustration system.
We started the research work by defining the meaning of visual identity, its elements and the description of visual identity in apps. We continued with the definition of illustration, its history, a description of digital illustration, flat and linear illustration style, and illustration using generative art. Then we defined the concept of illustration system, described how it works as part of a visual identity, and what the process of creating such a system is. We analyzed the visual identity of apps and illustration systems and compared the analyses. We analyzed the market for Live Coach app and designed the app visual identity based on the analysis. Then we created an illustration system in Figma and Affinity Designer. This was followed by a subjective verification of the results, where, with the help of a survey, we determined the appropriateness and success of the created illustration system. The results showed that the designed illustration system was successfully accepted by the target group, and that the illustrations appear appropriately with the mission and general appearance of the Live Coach application. We have determined that the illustration system successfully complements app's visual identity.
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