Drawn to Create

How I use illustration to think, lead and connect. Click to see how a pencil becomes a powerful creative tool – from packaging and campaigns to strategy and storytelling.

How illustration powers creative direction, storytelling & strategic clarity

Intro – Thinking in Lines

Before a project becomes a campaign, a system, or a product – I draw.

Illustration is how I think, explore, and lead. For me, drawing isn’t a side skill. It’s a visual leadership tool. Whether I’m mapping a packaging concept, briefing a video sequence, or translating brand strategy for a C-level audience – sketching brings structure, emotion, and clarity to complex ideas.

This case shows how I use drawing to develop creative vision, align teams, and deliver brand experiences with a human touch – from idea to execution.

Visual Thinking Across Projects

Packaging Concepts At HelloBody, I developed visual concepts for multiple product lines and limited editions, using hand-drawn sketches as a foundational tool in the creative process. This approach allowed me to explore:

Form, hierarchy, and organic brand language
Logo placement and color balance
Packaging ideas that translate texture, feeling, and product promise
Initial sketches → final product packaging

These drawings became the blueprint for production, ensuring the product's lightness and brand values translated directly into the physical design.

Photoshoot & Motion Storyboards For campaign productions at HelloBody I sketched full storyboards – defining:

Shot angles, model positions, and visual flow
Lighting dynamics and styling notes
Emotive rhythm for video transitions and key moments

From still-life shoots to animated Instagram Stories, these drawings allowed the team to visualize intent before stepping onto set or opening After Effects.

Character Design & Internal Branding

At DEGURA, I created illustrated characters like a cheeky piggy bank and a friendly insurance broker – to add emotional resonance to otherwise abstract product topics.

These visuals were used in:
Internal presentations
Team updates
Mailings and slide decks

They built internal brand love and made complex themes more relatable.

Content Illustrations with Personality

At HelloBody, I created seasonal hand-drawn visuals for CRM and social content:

From summer beach scenes to holiday sparkles
With emotion-driven simplicity and brand fit
Even my own handwriting was used on product packaging and assets – adding a layer of authenticity and emotional storytelling

Drawing Strategy – From Avocados to Alignment

To present a complex brand strategy to C-level leadership, I created a metaphor using an avocado:

The seed represented the strategic core
The fruit flesh symbolized executional elements
Each team received a “slice” to activate the brand across their touchpoints
And: "Use it before it turns brown" – a humorous reminder that unused strategy has an expiration date

This simple drawing became a shared language across departments – used in project management, leadership decks, and rollout communications.