Where to dig for gold – how bespoke illustrations can change the future of your business

In preparation for this article, I went down a rabbit hole trying to analyse how we process visuals. The findings were interesting, to put it mildly. Our brains are remarkably efficient when it comes to visual information. Studies suggest we can process an image in as little as a few milliseconds.
That’s also about the time it takes to form a first impression based on the image alone, before we’ve even read any words. So, as much as we like to say we don’t judge a book by its cover, we most certainly do.

We are far more likely to remember visual content than written or spoken words. Colours, shapes, and images are directly linked to emotional processing. This means that, if we employ the right kind of imagery, we can translate feelings, moods, complex ideas, and even intangible notions into a richer form of communication.

Illustrations can be abstract, but you still need to think carefully about what they should be and the kind of feeling they create around your message. Those free-flowing, dynamic forms are perfect for giving your audience something more intuitive and open to interpretation. They also add a handmade, personal touch to any brand.

Think back to your school days: biology or physics textbooks almost always had illustrations and diagrams to explain complex processes. The same rule applies when you want your message to be understood and remembered. If I tell you a proper tea enthusiast might drink somewhere around 120,000 cups in their lifetime, you might forget that by the end of this sentence. But if I package it visually, highlighting the stat in an interesting way, you’ll probably remember it for much longer.

Why am I telling you all this? Because for far too long, businesses have treated graphic design and bespoke illustration as just the cherry on top—left for the future… if there’s time… and budget.

But we’re not talking about surface-level decoration. We’re talking about graphics created with a purpose: to enable a deeper, sometimes even emotional connection with your audience.

Illustration, like almost anything nowadays, can fall victim to fads and fashions. Having your own style versus following trends is one of the most underrated power moves you can make. When commissioning your own set, focus on what makes your brand unique and what suits it best based on the discovery work you’ve done. Stay true to your core idea and don’t jump on a bandwagon just out of fear of missing out. Unless, of course, you’re being chased by a bear — fear is rarely a good advisor.

I do understand the (business) reasoning behind turning to stock visuals. They’re fast, easy, and often cheap. But in the long run, if you treat design as purely ornamental, you’re actively diminishing your return on investment. And I don’t just mean financially. You’re also losing time, attention, and meaningful engagement.

On a practical side, having even a small set of illustrations rooted in strategy and tailored to your brand immediately sets you apart from anyone else in your sector. It shows attention to detail, builds recognition, and streamlines the creative process. Owning custom visuals also means you’ll never need to worry about copyright, licences, or limits on usage. Better still, you can expand and adapt your illustration set over time, creating a rich visual language that grows organically with your brand.

Line illustrations are fairly simple, easy to use, and especially effective as part of a UI system. But for that very reason, they’re popular, so consider adding a brand-oriented twist. Make them more detailed, add a block of colour.

And you don’t need a massive library to reap the rewards. All you need is a handful of illustrations designed as a flexible system. You can edit them, combine them, or extract details to create any manner of assets. Think of the possibilities: seasonal campaigns, holiday promotions, or everyday marketing, all instantly enriched by a thoughtful, organic visual.

So, where do you start? Begin small. A set of three compositions of fully customizable illustrations following your brand strategy can already make a massive difference. Use them in your social posts, your website, or packaging. When you’re ready, expand the set into an organic visual language. Over time, you’ll notice how much easier it becomes to create campaigns that feel consistent, authentic, and memorable.

So the question isn’t whether your business can afford bespoke illustration, but whether it can afford to be part of the noise. Stock imagery is quick and easy, but it won’t tell your story in a way that’s truly yours. A set of tailored illustrations, even a small one, can become the foundation of a visual system that grows with you and feels alive.

If you’ve decided that your logo and all the other basic elements of your brand identity should follow an elegant, minimalist aesthetic, a carefully curated set of illustrations can provide glorious enrichment to any marketing material or packaging. Showing that you care about what goes on the box, website, or brochure signals that you pay the same attention to your product or service. It’s a subtle but powerful way to build trust and position your brand.