RevLocal's target audience is primarily small business owners. 

For this audience, grasping all the complicated marketing concepts can be overwhelming. Lots of business owners either have no interest in learning about marketing or at the don't have the time to try.

With that said, anything customer-facing, from written copy to illustrated graphics, needs to be easily digestible. 

This style of illustration communicates simplicity and friendliness, which is perfect for appealing to the target audience in mind.

From age ranges to gender to skin tone, I make sure my illustrations of people are diverse. Not only is this fun for me to design, but it appeals to a larger target audience as well. 

Additionally, the people are all dressed in work-friendly clothes and in the RevLocal color palette — all to align with the corporate branding.

As far as the details go, the headshot views of the people include the most details. The faces have eyebrows, eyes, and a mouth. In contrast, the three-quarter views and full-body views are featureless. Their faces are blank.

The reason I do this is so the larger graphics don't become too detailed. Overdoing the details would stray from the simplistic branding that the target audience is used to seeing.

Given the nature of the marketing industry, targeting small businesses can include a wide range of imagery. From SEO to review marketing to social media, I need to be able to communicate a spectrum of different topics in a simplistic way.

With that in mind, these five graphics demonstrate my ability to portray a broad topic (such as searching the web), with a simple design.

And finally, in a few of these illustrations, I created a blog of color in the background. This fills out the composition and connects and anchors the different elements so they don't appear to be floating or disjointed.