Case Studies – Illustration & Visual Communication
Over the years, I’ve had the opportunity to collaborate with clients across France, Germany, Switzerland, the UK and the United States and beyond on a wide range of illustration projects — from editorial and advertising illustration to logo and mascot design, UX interfaces, maps, product visuals, and comic-style storytelling. To make the process more transparent for potential clients, I’ve created a curated selection of downloadable PDF case studies — all accessible in one place.
Each case study walks you through the complete journey:
from concept and early sketches, to final artwork prepared for specific use cases (RGB, CMYK, vector), all created by hand and delivered with transparent licensing and usage terms.
These projects show how I work closely with clients — remotely or in hybrid setups — across industry sectors. They reflect not only style, but structure, communication, and an efficient production pipeline grounded in decades of experience.
iShepherd – SaaS UX & Branding
Location: Zürich, Switzerland
Role: Illustrator · Visual System Designer · Creative Director
Download Full Case Study (PDF)
As Creative Director for iShepherd AG, I developed a full visual language for TRM360, an enterprise SaaS platform offering IAM compliance and risk management tools. This involved building a complete UX and branding system—from core iconography and interface visuals to a mascot and illustrated pitch materials.
The visual approach combined custom character design, symbolic interface elements, and narrative-driven storytelling tailored to an enterprise audience. All assets were vector-based and optimized for both digital use and high-resolution pitch decks, ensuring brand consistency across touchpoints.
Project Scope and Features
– Illustrated mascot to embody platform benefits and user guidance
– Icon sets and UX assets for Adobe XD–based interface workflows
– Presentation graphics for investor decks and onboarding material
– Scalable design elements supporting IAM compliance messaging
Volkswagen SEDRIC – Concept Art for CEBIT Unveiling
Location: Hamburg, Germany
Role: Illustrator · Concept Artist · Storyboard Visualizer
Download Full Case Study (PDF)
This project was commissioned by CMV Cross Media Verlag (Hamburg) in preparation for the public unveiling of Volkswagen’s autonomous vehicle concept, SEDRIC, at CEBIT. Working from a provided script and rough storyboard, I translated the narrative into a cohesive set of concept illustrations using elegant linework and subtle digital color washes.
The finished panels illustrated scenes of audience arrival, the model unveiling, and close-up storytelling around SEDRIC’s future-mobility promise. The artwork was used in multimedia presentations, on-stage backdrops, and print communication surrounding the launch.
Parc Le Duc – Illustrated Orientation Map & Signage System
Client: Parc Le Duc Holiday Park, Vacquières, France
Project Scope: Complete illustrated orientation map and icon system based on civil engineering plans
For this international holiday park near Pic Saint-Loup, I created a full-scale map and environmental signage system—translated into multiple languages and optimized for print and on-site display. All illustrations were developed in scalable vector format, allowing the visuals to be adapted for posters, entrance signage, and web platforms. Based on architectural layouts, the map helps visitors navigate the terrain easily and enjoy their stay.
– Custom icons for facilities: recycling, first aid, sports, parking, pools, etc.
– Full layout including paths, plots, vegetation, and landmarks
– Designed for signage clarity and high legibility
Download the Full PDF Case Study
Henkel – Product Explainer Graphics
Location: Hamburg, Germany
Role: Illustrator · Visual Communicator · Instructional Designer
Download Full Case Study (PDF)
This project was completed for Henkel through the agency Rock Brasiliano (Hamburg) and involved developing a series of clear, vector-based product illustrations and explainer graphics for hygiene and cleaning products such as Bref. The goal was to create visuals that would clearly communicate product benefits and application methods across packaging, instruction manuals, and large-format promotional assets.
Scope and Features
– Vector illustrations showing usage scenarios (cutaway toilets, foam activation, bacteria removal)
– Custom iconography for instruction panels and product benefits
– Adapted for print, POS (point-of-sale), and packaging use
– Delivered in layered, editable formats for multilingual use and product variation
The artwork was created entirely in Adobe Illustrator, optimized for scalability and print clarity. Working closely with the agency team, the illustrations were adapted to match existing brand language and tone, ensuring continuity across Henkel’s product communication.
This project is a typical example of how I help clients translate complex information into engaging, usable visuals—tailored for business and advertising illustration needs. Whether the audience is a consumer reading the back of a package or a B2B partner reviewing product documentation, visual clarity and branding cohesion are key.
SUSTAIN-D – Energy Comics for Urban Sustainability
Location: Toulouse, France
Role: Illustrator · Character Designer · Visual Storyteller
Download Full Case Study (PDF)
Commissioned by the French organization SUSTAIN-D (specialists in maîtrise d’œuvre sociale), this series of educational comics was designed to promote energy-conscious behaviors in social housing environments. These comics target residents across diverse language and literacy backgrounds, making use of the classic bandes dessinées format to communicate key energy-saving habits visually and without text.
Project Highlights
Each comic is structured around a simple but powerful concept: one panel shows a wasteful behavior, and the second illustrates an improved, sustainable alternative. The campaign ran across several French regions and was tailored for easy printing and public display in shared spaces. The clear and empathetic drawing style helped build awareness without relying on language or technical jargon.
– Silent storytelling: no words, just clear visual contrast between wasteful and sustainable behavior
– Two-panel business comics designed for print handouts and community signage
– Commissioned for use in France, Occitanie and Nouvelle-Aquitaine regional energy outreach
– Character design: Foxy (a curious fox) and Major Domo (his energy-smart robot companion)
editorial illustration, mascot design
Mercedes-Benz Mitarbeiterknigge – Business Comic for HR Training
This internal handbook comic for Mercedes-Benz is a prime example of how business illustration can support corporate communication. I was commissioned by Sieber & Wolf to create more than 120 detailed vector panels for a comprehensive HR etiquette training guide. The project focused on translating onboarding procedures, customer service etiquette, and brand-specific conduct into engaging visual storytelling. The clean vector format was designed for print, international rollouts, and internal training sessions.
My role covered the full spectrum: character design, storyboarding, panel layout, and final delivery in a ready-to-print format—compliant with brand standards and legal documentation needs. The stylized look reflects my signature approach to business comics, blending clarity, empathy, and precise narrative cues.
Location: Stuttgart, Germany
Role: Illustrator · Visual Storyteller · Character Designer
Download Full Case Study (PDF)
Project Scope and Features
– Vector-based comic panels adapted for multilingual training materials
– Custom-designed uniforms, scenarios, and service roles
– Illustrated etiquette and conduct guidelines tailored to brand culture
Seele GmbH – Workplace Safety Mascot
Location: Gersthofen, Germany
Role: Illustrator · Character Designer · Visual Communicator
Download Full Case Study (PDF)
For Seele GmbH, a leading international specialist in high-tech steel and glass façade construction, I created a dedicated internal safety mascot named Oskar. This project focused on developing a consistent business comic–inspired character design used across signage, posters, and multilingual safety training materials.
Oskar’s friendly and professional demeanor was key to making safety instructions approachable and effective for Seele’s diverse international workforce—without relying on large amounts of text. The illustrations were kept clean and immediately legible, with customized gear, environment-specific props, and varied workplace scenarios across different production sites.
Project Scope and Features
– Original mascot character tailored for internal health & safety campaigns
– Vector artwork for construction site signage, training decks, and digital display
– Consistent design system applicable across factory zones and departments
– Multilingual-ready visuals for cross-cultural accessibility
PILLAGE autour du Pic – Illustrated Board Game
Location: Pic Saint-Loup, France
Role: Art Director · Game Designer · Illustrator
Download Full Case Study (PDF)
This project involved the end-to-end creation of a fully custom board game for L’esprit du pic productions. From core gameplay concepts to final illustrations, every visual element was designed by hand. Set in the Pic Saint-Loup region, the game combines local visual identity with bande dessinée–style cartoon art and immersive fantasy world-building.
The result is a cohesive product featuring hand-inked character cards, location-based maps, treasure cards, and detailed box art. The entire visual language was built from scratch to evoke humor, strategy, and thematic clarity—tailored for family audiences and collectors alike.
Project Scope and Features
– Custom game map representing the Pic Saint-Loup region
– Character design for adventurers, bandits, villagers, and more
– Hand-drawn assets: treasure cards, event icons, and rulebook visuals
– Box layout, typography, and complete production-ready files
– Packaging Design
Smoony – Official FIS World Championship Mascot
Location: St. Moritz, Switzerland
Role: Mascot Designer · Illustrator
Download Full Case Study (PDF)
Commissioned for the 2003 FIS Alpine Ski World Championships, this high-profile project involved the creation of an official mascot character—developed from a winning entry in a children’s drawing contest. The final figure, named “Smoony,” was refined into a fully scalable and versatile mascot for use across merchandise, signage, and event branding. This is a classic example of logo and mascot design adapted for international sports marketing.
Smoony was rendered in clean, vector-based formats suitable for all promotional needs—accompanied by detailed orthographic views and ready-for-license file sets. The design successfully balanced approachability, fun, and recognizability for a wide audience, especially children and families attending the event.
Project Scope and Features
– Full character development from sketch to digital vector
– Orthographic views and expressions for merch, toy and costume production
– Brand-consistent style for banners, signage, and media
– Deliverables included mascot guidelines and licensing artwork
All illustrations are entirely hand-drawn not AI-generated.
Created using state-of-the-art tools in my fully equipped studio — including latest-generation Macs, Wacom Cintiq displays, and iPad Pro — each project is developed with precision and care. I
work with professional software such as Adobe Illustrator, Photoshop, Procreate, and Clip Studio Paint to deliver custom visuals tailored to the needs of each assignment. Clients include leading agencies and institutions across France, Germany, Switzerland, the EU, and the United States.
Projects are delivered in custom formats (AI, PSD, layered TIFF, SVG, CMYK/RGB), fully licensed, and production-ready.
See also:
Advertising & Business Illustration
Product & Packaging Illustration
Professional Art Director and Illustrator Case Studies:
https://marsdenillustration.com/illustration-case-studies/
