Stylized and clean
Use a bright palette accompanied by stylized, simplified forms — not overly simplified, but not too plain either.
Construction and composition
Illustrations consist of 2 planes. The first plane must contain the main action and focal point (i.e., character, objects) while the second serves as the background with a gradient overlay and added blur.
The exception to this rule is when the illustration shows the subject in a surrounding, farther from the camera.
The main action and focal point are the main metaphorical, descriptive, or abstract depiction of the subject. This includes characters, objects, assets, or anything else that is relevant to the topic.
The background is usually an office setting but it can be any other type of location/space, as long as it’s relevant to the subject of the illustration and follows the rule that the background must be blurred.
Depth perspective and focus steering
Characters, assets, locations, environments, and objects should be located in a space which is not two-dimensional, but rather shows a sense of depth while focusing the viewer’s eyes on the focal point.
Playful
Place unusual characters and creatures in mundane situations to break the monotony of everyday work activities.
