Case Study · Branding & Visual Design
CH Illustration System
A complete illustration system for CH — characters, palette and spot illustrations built to stay consistent across everything the brand ships.
My role
Tools
CH needed an illustration language, not a set of images. This system defines the full character library — faces, skin tones, hairstyles, poses and expressions — plus a colour palette and the spot illustrations that carry the brand.
The work follows a documented process: research and ideation, experimenting and improving, then the results — spot illustrations and illustrated backgrounds that work everywhere.
Below is the system end to end: the characters, the palette, the process and the results.
01 · The Characters
A library, not a one-off
The character system — faces, skin tones, features, hairstyles, poses and expressions defined so any illustration stays on-brand.
02 · The Characters, Refined
Poses, anatomy and expression
The range of the system — how characters hold, move and express themselves within one consistent style.
03 · Colour
The palette that binds it
A considered palette that keeps the illustrations cohesive across every application.
04 · Ideation
The process behind the system
From research to experimentation — how the visual challenges were spotted and worked through.
05 · Ideation, Refined
Research and iteration
Visual research and iteration that shaped the final character and illustration language.
06 · The Results
Spot illustrations, on brand
The system in use — spot illustrations that stay consistent whether they sit alone or with characters.
07 · The Results, Continued
Characters and backgrounds
Illustrated backgrounds and character-led spots showing the full range of the system.
