Design + Illustration: A Creative Partnership That Brings Your Brand to Life
New Hokkaido beer packaging / Illustrator: Emile Holmewood
Design and illustration are two distinct disciplines — but when they work together, they can transform a brand from good to unforgettable.
As a designer and creative director, I think of design as the architecture of a brand — the structure that defines how it looks, behaves, and communicates. Illustration, on the other hand, brings warmth, emotion, and character into that structure. When those two come together intentionally, the result is something rare: a brand that doesn’t just look good, but feels alive.
How I approach design first
At SMC, every project starts with a project brief and creative strategy. The first phase of every project is discovery…understanding the history, goals and competitive environment of the product or service is critical to building a creative strategy. Then the idea generation begins! We get to work answering the brief in creative and compelling ways that will serve our clients’ brand for years to come.
These ideas become a design system — the framework that keeps everything aligned and purposeful. I establish the foundation: color, typography, layout, and hierarchy. These are the elements that hold the story together and make sure every piece connects back to the brand’s core idea.
Good design builds trust and creates order. Depending on the budget and strategic goal, typography and color can be the perfect answer. Many times, however, images can capture our imagination and convey a message in a visual language that adds another dimension. Illustration can change everything — giving the new brand texture, humanity, and life.
Blue Bus Kombucha packaging / Illustrator: Anisa Makoul
Finding the right illustrator for the story
Each illustrator brings their own style, rhythm, and voice to a project. The key is matching that voice to the story the brand needs to tell. Some brands call for precision and minimalism; others need something expressive and emotional.
When I’m choosing an illustrator, I’m not just looking at their portfolio — I’m looking for alignment with the brand’s intent. I ask: does their work carry the right tone? Do they understand subtlety? Can they build on direction while bringing something unexpected to the table? Creative chemistry matters as we work towards visual solutions.
Collaboration in practice
I’m well-known for collaborating with illustrators on projects, and I love the process that so often makes a project exponentially better. Here are a few projects with successful results:
When to lead, and when to listen
Part of my job is knowing when to step back. A good illustrator brings perspective that can elevate the work beyond what’s on the brief. The best results happen when there’s room for that exchange — when the illustrator feels empowered to interpret, and I stay focused on maintaining cohesion across the brand.
Design gives illustration direction. Illustration gives design heart. And when those two elements respect each other, the brand gains depth and humanity that can’t be faked.
Converse Retail POS / Illustrators: Colin Johnson and Trish Grantham
Why it matters
Illustration helps brands connect emotionally. It gives audiences something to feel, not just recognize. That connection builds loyalty — and loyalty builds brands.
Every project teaches me something new about collaboration. And every time design and illustration come together in the right way, it’s a reminder that creative partnerships aren’t just about visuals — they’re about shared understanding, curiosity, and respect for craft.
When creative disciplines collaborate with intention, your brand doesn’t just look consistent — it comes alive.