CHALLENGE
Figment, Lumosity's creativity app, needed a visual identity that felt imaginative and could help spark users creativity. The illustration style had to capture the joy of creative expression while working fluidly across both product, brand and marketing.
APPROACH
Collaborating closely with the internal brand and product teams, I developed an illustration system based around a core set of geometric shapes, using simple line work to create playful visual metaphors. Every Asset was crafted with motion in mind – optimised for seamless integration using Lottie / Rive and supporting everything from onboarding flows, to campaign assets.
RESULTS
+30% Uplift in long-term retention and +22% Uplift in daily active users. The illustrations became a core pillar of Figment's identity – bringing warmth, clarity and delight to the user experience.
CREDITS
Brand Direction: Nick Ruzhnikov
Product Design: Francesco Belvedere
Motion Design: David Amichai
Illustration: Bo Virkelyst Jensen
