42 - Cuvva illustrations

Cuvva illustration style development

In 2021 Cuvva had its first TV commercial with focus on some product features like "Smart Pricing"
The TVC style was a mix between live-action (People in the car) and 2D animation (Psychedelic world)

I loved how they created all of these symbols and animated colourful objects.

The ad showed really high performance in TV, social media and street banners - here when we decided to develop our illustration style within the brand to follow the same successful artwork style in the TVC

Adapting with this new style required a big change in the way we work, rebuilding the assets library (illustrations, colour palette, components) within the design system and ads

Exploration

Here I created illustrations exploring how phones will be presented in our ads. How can we merge this new style with brand font. Solutions for background and colours

"Unlock savings" campaign

Early ideas/sketches exploring phones in different compositions.
Showing motion in the ads to give it the feel that objects are moving

Received some feedback from the team on the early sketches about the UI in the screen and how can we show car illustrations/icons in the screens to make it look more like "Car insurance" App

Final designs - We decided to test 3 different messages and see which one will perform best

Illustration component in the design system

Animated ad

Animation break down in Aftereffects

Animated illustrations in App screens

Coin animation starts when a user checks "I agree to the Terms of Use"

Animation breakdown in Aftereffects

Turning icons from UI into spot illustrations

Screen from the App shows driving score and score breakdown - trying to turn these icons into illustrations to be used in IG posts to educate our target audience about driving score