In the fall of 2018, I was hired on to Procore, a construction software company based in Carpinteria, CA. In addition to print collateral, web design, and further elevating their brand, my primary challenge was to create an illustration style for this global company.
THE CHALLENGE: Create a recognizable, illustrative, and memorable style unique to Procore, while keeping in mind the older clientele and existing brand standards. Procore’s primary colors are black and orange. Is there a way to keep these illustrations unique and not too predictable?
THE SOLUTION: In order to keep the illustrations colorful but still familiar to Procore’s clients, we constructed a thorough color palette to go with the brand.
Figures are angular and abstract, with an emphasis on strong poses and empty facial expressions to bring the primary focus of each illustration to the environment and surrounding objects. Orange, blacks and greys are universal throughout each illustration, with an additional one or two pops of color pulled from the palette.