Routable
Routable is a B2B payments-based platform that allows its users to send and receive business-to-business payments.
Project background
Routable’s original illustration style was a piggyback take on Notion’s hand-drawn aesthetic, developed by illustrator Roman Muradov. However, they recognized that relying on another brand’s style wasn’t the best approach for establishing their own authority in the B2B payments space. They needed to modify their style but were not ready to fully abandon the more human touch they had. Since Routable’s customer base primarily consisted of enterprises, Hasa Casa suggested adopting a style that featured more realistic human illustrations rather than the previous cartoonish approach. This new style was utilized at various events, featured in swag items, and applied to a revamped landing page and other marketing materials.
Illustration package
Illustration guide
After establishing the style, we documented all the elements that made this illustration style unique and how to effectively use it.e it.
Mass layouts landing page
