Aphex asked me to develop an illustration style for their marketing site—something clear and approachable that showcased key features without overwhelming visitors.

We explored how other SaaS products use illustrations, narrowing in on styles that felt modern and effective. Early concepts were more abstract, simplifying details while keeping key features. We also considered animations but found static illustrations kept things clearer and less distracting.

Stakeholder feedback pushed for more detail, so I refined the illustrations into a 1:1 representation of the product, highlighting key features for each section.

To keep things scalable, I built reusable components in Figma for repeating UI elements like navigation and buttons.

This project set the standard for illustrations across Aphex’s marketing site and materials, giving them a clear, consistent way to showcase the product. Starting simple helped me focus on what mattered — and setting up repeatable patterns made it easy for the design team to keep things consistent as the site evolved.