Before I started with the illustrations I worked closely together with the TreeHouse team to define the visual direction and concepts for the illustrations.
The visual style is a mixture of the TreeHouse brand colors and the warm, natural vibe found in the TreeHouse office. Through a branding questionnaire and moodboard we defined an illustration style we all loved, and suited the brand as well.
To come up with the five concepts we thoroughly discussed all five key values. What do we want the illustrations to tell? How can we make a cohesive set, yet have each illustration tell their own story? Based on our talks I created sketches to check if we’re all happy with the path. Once we got all five approved, I started with the illustrations.
Key for a set of multiple illustrations is to look for cohesion. Each illustration had to be unique, yet fit into the set of five when seen next to each other. The common thread throughout the series is the color palette and a set of geometric shapes referencing the housing market. To make the illustrations uniquely TreeHouse we added some fun easter eggs to the illustrations: you might spot a wink to Star Wars or a reference to their Rotterdam and Breda offices for instance.