Illustration System
Loox, 2026
Illustration language development for Loox, covering research, execution, and rollout across marketing, product, and across external and internal brand use.
Role
Illustration, Design, Direction, Curation
Credits
Designs by Yuli Peretz Calatchi & Ayelet Feinzaig.
Background
This project was born out of a desire to inject more character and life into Loox’s visual output, helping it stand out in a sea of lookalike solutions. We landed on a space theme inspired by Loox’s mission to help brands collect stars, positioning the company as an e-commerce player in orbit. The core challenge was defining an illustrative language that felt simple and instantly recognisable, yet refined and polished enough to signal a serious, successful business. A touch of humour was essential, alongside a fully vector-based system designed to work seamlessly across motion and Lottie animations.
Process
Response
The illustration system reshaped how projects were approached across Loox, making illustration an accessible and easy-to-implement tool rather than a specialist asset. Teams across the company quickly adopted it - from empty states in product, to marketing and HR materials, and even support signatures. Internally, it became a language people instantly recognised and enjoyed working with, resulting in outputs that felt richer, more engaging, and distinctly Loox.