THE STRATEGY:
I recommended an all-custom illustration approach to solve multiple problems simultaneously: complete IP control, visual differentiation from competitors using standard assets, flexibility to iterate quickly through approval cycles, and the ability to represent strategic concepts unavailable in stock photography.
THE WORK:
Over the course of a year, I created 40+ custom illustrations depicting athletes, movement, and performance—assets that worked across proposal sections and meeting deliverables throughout the pursuit process. I managed creative direction, navigated approval through multiple layers of Deloitte and client leadership, and coordinated a team of designers handling layout and production on aggressive timelines.
The illustration approach used clean line work with selective color accents, focusing on movement and human form with a grayscale foundation and strategic pops of brand color.
