Drax’s visual identity relied heavily on photography, which limited its ability to clearly explain processes, abstract concepts and complex ideas. The challenge was to introduce an illustration system that could add clarity and warmth, while integrating seamlessly with the existing brand.

I led the creative direction with a focus on simplicity, recognisability and versatility. The illustration style needed to work as part of the wider brand system — complementing photography rather than competing with it — and remain flexible enough to support a broad range of use cases.

A set of simple, striking shapes formed the basis of a scalable illustration system. The resulting asset library enabled team to visualise concepts more clearly, create more engaging content, and maintain consistency across channels — adding a new, expressive layer to the brand without increasing complexity.