Illustration concept for the housing platform Hemnet
Client: Hemnet, Swedens biggest, and the worlds most popular housing platform.
Original concept and idea: developed together with Maria Luttropp.
The aim was to develop a style that was characterized by a softness and warmth with a personal, relatable and relaxed feel. The project started in 2021, and I've continued to work with Hemnet to further expand the library of components that make up their illustrations.
Scalability
The aim was for the illustrations to be scalable, not only in size, but also in their use. It's possible to combine details in many different combinations, move between environments, change the color of different parts, scale up or down a detail, etc. I also developed do's/don'ts, containing guidelines for how to use the illustrations.
Inclusivity
In the illustrations I wanted to create a style that many can recognize themselves in. Therefore, it was important to show different types of homes and people. As part of developing the illustrations and guidelines, me and the client agreed that we should take factors such as gender, background, age, ethnicity, religion, body shape, etc. into account.
