Illustration & Character Design for GOOD Group Companies
Project Type: Character Illustration, Social Media Visuals, Brand Content
Tools Used: Adobe Illustrator
Brands Involved: GOOD LAW INTL, GOOD ADVICE UK, GOOD ACCOUNTS UK, GOOD LAW SOFTWARE
Role: In-house Graphic Designer & Illustrator
As part of my creative work for the GOOD Group, I led a large-scale illustration and character design project to visually represent the people behind the companies. The purpose of this initiative was to humanize the brand, enhance storytelling across digital platforms, and prepare reusable assets for future infographics and motion graphics campaigns.
✦ Team Character Series
The main focus of the project was to create custom digital illustrations of the team members from across the group’s companies. Each illustration was crafted in Adobe Illustrator, using a clean, consistent visual style that captured the individual’s personality while keeping the designs adaptable for animation. These illustrations were designed to be used across platforms in upcoming marketing videos, internal presentations, websites, and brand campaigns.
To maintain efficiency and consistency, I developed a scalable illustration system — carefully balancing accuracy and stylization to make the artwork engaging, on-brand, and suitable for various formats. This approach also made the illustrations animation-ready for any future motion design work.
Some Closer Examples:
✦ Pre-Project Concept Work
Before starting the full character series, I worked on a set of initial illustrations for social media posts, including content promoting a new start-up project within the firm. These illustrations helped introduce a more dynamic, visual communication style to the group’s branding and were used to test visual tone and viewer response. The positive feedback from those early illustrations helped shape the approach for the larger character project.
✦ Outcome & Approval
The project was reviewed and approved by the founder, who saw the potential for this visual language to be extended across campaigns. It was positioned as a long-term asset for creative marketing, with plans to integrate the characters into infographics, explainer videos, internal onboarding, and branded educational content.
This project allowed me to combine brand strategy with illustration and strengthened my ability to deliver scalable, people-centric visuals for professional environments.