This is our most innovative form of imagery and best parallels the link between our brand strategy and identity.
Usage Summary
Marketing, Brand & External Communications
3D Illustration:
The majority of our advertising campaign materials will be derived from this world. It is metaphorical and smart. This is our most innovative form of imagery and best parallels the link between our brand strategy and identity
- Advertising/Marketing Campaign (Primary)
- Internal
- Website
- Case Studies
In-Product & Internal Communications
1D Illustration:
Illustration will be used most often in digital applications and in internal/athenista materials
- Digital
- Internal
- Can be used in marketing, but needs a good reason for the exception.
3D
Suprise & Delight.
There are limitations to what photography can do. And a lack of dimension that comes with flat, 1D illustration. Using a 3D animation style, we can enhance our story telling and position athenahealth as a thought-leader on the cutting-edge of the industry.
We'll create fantastical metaphors and imaginative objects in order to visually compliment our messaging and products.
NOTE: We will never use 3D to create human forms, faces or hands. Only objects, environments and infographics.
DO NOT (OBJECTS)
GUIDE: What not to do.
Mixing Mediums:
Do not mix photography and 3D elements within a single composition.
Other Stylized Worlds:
Objects should be photographed within our colorful world. Or within a real work/office environment. Alternate stylized worlds are not advised.
Bi-Color:
Keep the background simple. Surfaces are ok, but combining two or more colors (without a conceptual reason) is not advised.
Natural Light:
Colorful World objects should not be shot outside or with natural light. Instead, they should be shot in a controlled, studio environment.
Pattern Backgrounds:
Do not use patterned, busy or non-brand approved backgrounds.
Cluttered Layouts:
Minimalism and negative space are good. Crowded layouts and too many objects get messy.
Illustrations shown here are stock , not our actual brand illustrations.
