Illustration system and concept for the housing platform Hemnet
Client: Hemnet, Swedens biggest, and the worlds most popular housing platform.
Role: Illustration, concept development & visual system
Collaborator: Maria Luttropp.
Ongoing collaboration since 2021.
Together with Maria Luttropp, I developed the tone and visual direction for Hemnet’s illustrations, creating a warm and humorous world built around everyday situations people can recognise themselves in, rather than overly polished or idealised imagery.
I then illustrated and further developed the concept into a flexible visual system that could grow and adapt across different contexts.
A flexible system
The illustrations were designed as a flexible system, with elements that can be combined, adapted and reused in different ways and contexts. Details can be moved between environments, resized and recoloured to create new combinations.
I also developed do’s and don’ts to help maintain a consistent visual language as the system grows.
Inclusivity
The illustrations were created to reflect a wide range of people, homes and everyday situations. When developing the characters and guidelines, we considered factors such as gender, age, background, ethnicity, religion and body shape to create a visual world that many people can recognize themselves in.
