Why Use Illustration in Your Marketing Strategy?

Throughout my marketing career, I have held roles in production, project management and account management. This variety has provided me with tenacity, resourcefulness, business sense, curiosity, emotional-intelligence and cool-headedness to deal with most situations (most of the time!!).

I started out working for Williams Lea, now a global leader in Marketing and Communication services. Supporting clients such as Npower and Magnox electric. After finding my feet within the management world, I wanted to explore another side of marketing.

I was hand selected to join advertising agency Golley Slater working as a production manager on the British Army account.  Working within a dedicated team to deliver a robust recruitment campaign across radio, press, print, POS, merchandise. We even produced and delivered a bespoke 16ft stainless steel tank banner. That was a first!

After nearly 6 years I wanted a new challenge. So after joining The Real Adventure and jumping into CRM and digital marketing, it just got better and better! This is where I worked alongside Rob Hammond and Darren Low on numerous clients such as Walkers, Black Horse, Cow and Gate, Aptamil and Calpol.  I completed an IDM in digital marketing, which took me in new directions within Project management.

From there I joined Brightsource, a marketing services and technology company – awarded ‘Best Innovation in Data Marketing’ at the Data Strategy 2013 Awards. I managed not-for-profit clients such as The Royal British Legion, Parkinson, Scope, British Heart foundation and Guide Dogs. I learnt so much in terms of data and prize lead fundraising. It was another string to my bow.

Now at Liquorice, and working with Rob and Darren again, I’m feeling on top form.  Back in the creative space I love and delivering multiple projects for clients. I’ve had the pleasure of working with One Stop, Glutafin, Mevalia, Midland Fertility and Maccaferri to name but a few. I feel my knowledge and experience has grown over the years working within such diverse agencies. Now I can offer my clients the ‘all-singing, all-dancing’ approach to Account Management.

Why use illustration?

One of the things that I have learnt in my marketing career is the benefit of illustration.

Replacing your usual stock photography with an illustration is a fantastic way of making your design have an original, handcrafted feel. This can give your campaign a unique and customised look.

We’ve all landed on a web page which looks similar to another site, which is using the same run-of-the-mill photography. Adding illustrations will allow your brand to convey a message in an attention-grabbing way and stand out from your competitors. It also adds a little personality to a campaign or website and is imaginative and fun, allowing you to get creative by distorting reality. Try combining your design with photography or maybe change the colour of the sky to red. The possibilities are endless.

Illustrations can be used stylistically by incorporating charts, diagrams & maps to create infographics. This will communicate a message without the language barriers that sometimes a photo or text may struggle to achieve.

Whether you are interested in incorporating illustration into a campaign or an ‘all-singing, all-dancing’ project, I would love to hear from you. Get in touch at emma@liquorice.marketing