OLX
OLX Illustrations
OLX was going through a visual repositioning process, and illustration was a key layer of this transformation. The existing UI Kit had no consistent pattern or coherence in illustration choices, relying on stock images that failed to establish a recognizable identity. I was commissioned to develop a series of illustrations including 3 characters and 3 distinct scenarios corresponding to OLX usage contexts. The target audience spanned men and women aged 18-49 across Brazil, with interests in gastronomy, technology, fashion, sports, and travel.
Challenge
Unifying visual language is essential for creating coherence across company channels and building a unique, recognizable identity. The project required developing characters and scenes that could work across product interfaces and marketing materials while reflecting OLX's brand principles. The scope included character and scenario development, plus a visual application guide. The work followed Meg Robichaud's (ex-Shopify Illustration Lead) framework for illustration contexts: icons, spot illustrations, inspirational imagery, and scenes.
Approach
Pre-production involved collaborative briefing covering style (2D illustration), colors, technique, and channels. I developed character sheets, scenario sheets, brainstorming sessions, storytelling frameworks, and initial roughs. The process included benchmarking visual patterns from direct and indirect competitors, internal evaluation dynamics to assess illustrations against OLX principles, alternative development, user research, and final version refinement. Post-production focused on finalizing characters, scenarios, and compositions, plus defining visual orientation for illustration application across digital and print formats.
Second character & scenes
Third character & scenes
Scenarios & studies
Outcome
The characters and illustrations were implemented across landing pages and error states like 404 pages. Scenarios were used for internal company materials and social media content. The project delivered a cohesive illustration system that standardized OLX's visual language, replacing inconsistent stock imagery with a recognizable, ownable identity that could scale across product and marketing touchpoints.
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The full case study covers the research process, key metrics, and the decisions behind the design.
