Primark editorial illustration
The mission
Produced digital illustrations for Primark, enhancing the website, social media content, and paid campaigns on Pinterest and Google.
Understanding the consumer
I began creating digital illustrations during the COVID-19 lockdown in 2020, when no new content or shoots were available for the website or social media.
Working alongside the web team, I researched trends and ideas to develop relatable articles that responded to current events.
Once the editorial writers and I had selected concepts, such as “How to Celebrate Your Birthday in Isolation” - I researched illustration styles and explored ways to visually support these articles, aiming for a tone that was calm, playful, and engaging.
The process
I identified digital illustration as a more engaging and unique approach, as competitors often relied on stock photography. I created initial examples to test responses within my department, gathering feedback to refine the style.
With COVID-19 disrupting normal operations, I aimed to create visually uplifting content for the website to keep consumers engaged while Primark stores were temporarily closed.
Building on Primark’s previous use of digital illustration, I maintained the familiar 2D style and visual language, while adding my own creative spin to make the content fresh and distinctive.
International Women’s Day 2021 – Briefed by Primark, I aimed to showcase a diverse range of cultures, styles, career paths, and ethnic backgrounds, bringing them together to represent unity. The illustrations were featured across all social media channels, the website, and internal press.
The results
Produced diverse digital illustrations and GIFs to enhance the Primark website, social media, and Google and Pinterest advertisements.
