Illustration system for alibaba.com app

Our first system for an Asian client, playing globally: a portal where dynamic characters and playful shapes explore endless possibilities.

The project kicked off by exploring multiple art direction routes, inspired by Alibaba.com's Window and Globe branding elements. We embraced outlines, dynamic poses, and the concept of a portal, creating a visual language.

Two main challenges have been: (1) Crafting relatable visuals for B2B small businesses that resonate with dynamism without corporate stiffness. (2) Infusing playfulness subtly, using a simple visual treatment with black outlines with hints of orange (and lilac, just for hero content).

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