HOPKINS
Illustrations for a digital marketing agency
Hopkins is a well-known operator within digital marketing, excelling in the realms of search engine optimisation, digital advertising, marketing automation, and analytics. The new illustration style has been crafted to captivate and communicate, portraying the agency's corporate ethos, which utilizes playful and vibrant unexpected elements. It is a manifestation of friendliness, authenticity, and innovation.
Hopkins' refreshed visual identity and brand messaging needed to find a distinct voice to separate it from conventional competitors in the digital marketing sector. The agency's visual identity elements required a contemporary overhaul and add-on to better communicate the brand’s expertise, corporate culture, and customer-caring approach with a humanistic touch.
Starting point
Creative approach
The solution was to transition with the help of illustrations from a conventional corporate style to a more relaxed, communicative, and non-conventional approach.
The illustration ideology revolved around a multi-faceted approach, reflecting the diverse capabilities of Hopkins. This included the creation of an illustrated world system, complete with its own inhabitants, enabling Hopkins to communicate in a new way. The illustrations' flexibility to adapt to varied needs serves as a visual and conceptual metaphor for the brand's approach.
To visualize the business environment of digital marketing, we created a modular system of graphical elements to represent all things digital and beyond.
For an added spark of joy and fun, a novel and refreshing aspect was introduced through an illustrated character, Hopkins, who is envisioned as a spokesperson to highlight the brand's employees, personality, and communication style.
The illustrated world is being implemented across various platforms containing visual or textual content.
Implementation
Meet Hopkins, the illustrated character
Hopkins' character is a reincarnation of the marketing ideology creator Claude Hopkins, bringing him to a new digital era. The character's visualization combines Claude Hopkins' signature elements - spectacles and a moustache - with a bowler hat containing surprising digital marketing solutions. Hopkins boasts a personality characterized by a problem-solving attitude and communicates in a fun and memorable way.
