Found — Illustration system

Challenge

Amidst the sea of detailed hi-fi AI gen styles, we sought a simpler, more iconic approach. While balancing Found's sophisticated design met with a warmer, more relatable brand aesthetic.

Mobile screen displaying a digital banking app with an illustration of a credit card and smartphone connected by a circular arc, accompanied by the text "We've got you covered" and a paragraph explaining features, with a black "Next" button at the bottom.
Stylized line drawing of a cactus inside a circular badge with a beige background.

Solution

Develop a versatile illustration system to infuse personality and consistency across all touchpoints, elevating brand perception and empowering the design team.

Three mobile app screens with illustrations and text about cashback rewards, early paycheck, and digital payments.
Three mobile phone screens showing a payment app interface with sketches of invoices, payment options, and in-person payment setup for a business.
Collection of colorful digital cards with icons and text describing banking and financial management features, such as tracking accounts, managing cash flow, setting reminders, earning rewards, and more.
Computer screen displaying contractor management software with options for onboarding, managing taxes, and collecting W-9 forms, including icons and text on a light and dark background.
Screenshots of a mobile app onboarding process for creating a Found financial account, showing steps for finishing account creation, quick account setup, and the benefits of the service.
Collection of digital illustrations showcasing new features for cashless payments and financial services, including contactless card transactions, mobile payments, cash deposit at local merchants, and small business insurance, with a headline about spring updates in April 2024.
Empty white background with slight texture.
Light green background with no visible objects or details
A gray wall with two black electrical switches and an outlet.
Six stylized illustrations representing financial management, money, and personal finance concepts, including a smartphone with financial documents, coins with dollar signs, a notepad and pen, a folder with a lock and store, a credit card with documents, and a house with a heart and network connections.
Hand holding a black Found Mastercard near Found informational materials, including a welcome card, app download instructions, and a related card, on a dark surface.

Impact

Enhanced brand differentiation, increased design efficiency, and strengthened brand positioning as a trusted, approachable resource for small businesses and the self-employed.

Cover page of a book titled 'Drawings and things' with black line art illustrations of various objects such as a column, a paint bottle, a tree, and abstract designs on a beige background.
A color chart with four color categories: Green, Rust, Gold, and Blue, each with five related shades and names, for use in banking, bookkeeping, rewards, and messages.
A company presentation slide showing various design concepts including hero objects, illustration principles, style overview, and flourish usage for a visual system guide, with minimalistic line art and light green background.
Collection of four sticker sheets featuring minimalistic line drawings of various objects, including household items, plants, and decor, labeled as Sticker sheets 01, 02, 03, and 04.

Role


System design, illustration, brand experience

Collaboration

Cathy Bishop, Robert Murdock