Fabric is here making a change, introducing simplicity and joy to the stuffy and overwhelmingly complex world of life insurance. The team approached me to help them develop a joyful yet simple personality through illustration. We started our process by getting to the core of what kind of joy we wanted to present through the brand, creating mood boards and developing many character concept sketches. Once this idea of creating a family and world out of simple geometric shapes came up, nothing else felt right, we knew we'd landed on something that was perfect for the brand. The characters are ambiguous and avoid any race/gender/family stereotypes, which ensures the product feels inclusive and is a space for everyone.