The objective of this master’s thesis was to design an illustration for the existing lingerie brand Amabilia Lingerie that would function as an extension of its visual identity. The main purpose of the research was to gain a thorough understanding of illustration as a design medium and to examine its role and impact within a brand’s visual identity system.
The theoretical part of the thesis explored various promotional channels in which illustration can be applied. It also examined the use of illustration across different fields and analyzed its influence on consumer perception and conversion. In order to define appropriate design guidelines, the experimental section focused on the analysis of different illustration styles, a review of competitors within the lingerie market, and an examination of the existing brand identity. Additionally, examples of illustration use in visual identities and potential applications of the designed illustrations were analyzed.
Before and during the design process, two surveys were conducted via the brand’s Instagram profile to identify illustration characteristics that appeal to the target audience. The result showed a preference for detailed illustrations and soft pastel colors and for female figures combined with botanical elements. Based on these findings, original illustrations were created in Photoshop using a graphic tablet. Three main illustrations depicting female figures were developed, supported by secondary botanical illustrations and simple monochromatic graphic elements.
The research confirmed that illustration can establish a strong emotional connection between a brand and its consumers, significantly influencing brand perception and positioning. Illustration also proved to be an effective tool for communicating abstract concepts and intangible products that cannot be adequately represented through photography.
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