The potential of illustration, within the context of a brand, is huge.

A brand is a promise. Citizens’ promise is to help people turn opportunity into reality so they can achieve their financial goals with confidence and ease.

I created Illustrations as another tool in their brand system toolbox that will help deliver on this. The style we landed on is a collection of images with a cohesive mood and approach that will help the brand convey this promise with key objectives — simple + modern as well as distinct.

Illustration - 2022

Creative Direction - Andy Bull