Illustrating for a brand isn't decorating it

The first thing we do when a client asks for «illustrations for the brand» is ask who'll be making them in two years. It almost never will be us. It'll be a rushed intern, an events agency, someone with a Canva template. The system has to withstand that.

Rules before drawings

So before drawing anything, we write the rules: which line weight, how many colours, what gets simplified and what stays, what never gets drawn. With that, a mediocre drawing still looks like the brand. Without it, an excellent drawing looks like someone else's.

If the style depends on the hand, it isn't a system. It's a signature.

— Sors

We deliver the library, of course. But what we really deliver is the page of rules and the three examples of how to get it wrong. It's the only thing that will last.