Narrative Design
 I use illustration as a strategic tool to translate technical complexity into intuitive, brand-aligned visual systems that scale across products, campaigns, and industries.

DeepL
AI Illustration
PAFnow
Editorial
DeepL
Illustration System
 In 2023, DeepL underwent a full brand transformation led by Pentagram, establishing a distinctive new identity built around a bold isometric illustration style. While the rebrand defined a strong visual direction, it did not yet provide a scalable illustration system for deployment.

At launch, the challenge became immediate; the new identity needed to populate DeepL’s website and wider brand ecosystem, while the illustration library was too limited to support the volume and variety of content required.

With only two weeks to build enough assets to repopulate the website, I took full ownership of the illustration track, approaching it through the systems-thinking methodology that underpins my practice. The goal was not simply to produce more illustrations, but to transform an emerging visual style into a coherent, scalable brand asset; with the craft and visual ambition of a top-tier design studio, but built and operationalised entirely in-house.
SKILLS: SYSTEMS THINKING · BRAND STRATEGY ·  VISUAL STORYTELLING · ART DIRECTION · MENTORSHIP
TEAM: ANA M. RODRIGUES (BRANDING LEAD), ANDRE BATISTA (ILLUSTRATOR AND SYSTEMS DESIGNER)
TOOLS: PROCREATE, FIGMA, JITTER AI, LOTTIE FILES

I developed DeepL’s isometric illustration framework from the ground up: a modular system of 100+ reusable components, designed to balance art direction with structural flexibility. Every component was conceived to work independently, combine into new compositions, and remain recognisably part of the same visual language.
Beyond building the system itself, I mentored a fellow designer in its underlying principles, visual logic, and illustration techniques, enabling them to independently create new illustrations within the framework while maintaining the quality and consistency of the overall visual language. This transformed the system from a library of assets into a transferable creative capability within the team.


The framework operates across three layers: Storytelling (narrative construction, visual sequencing, user-product relationships), Branding (visual consistency and alignment with the broader identity), and Technical (modularity, precision, adaptability across platforms and formats).


Adopted by Creative Studio, 3 internal teams (Product, Internal Comms, and Digital Lifecycle), and several external design agencies. By building a library rich enough that teams adjust rather than design from scratch, production time dropped by 70%.

Industry Verticals
Digital Lifecycle CRM
Marketing Collaterals

Ads and Organic Social Content

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