Gracia Lam

Our approach to illustration

Although photography is our primary method of visual storytelling, there are times when a more conceptual idea needs to be shared. In these moments we turn to illustration to communicate the abstract. 

Given the sensitive nature of many of the topics we cover, it’s imperative that all creative partners put as much effort and attention towards the development of these images as researchers and scholars who craft and discover the content itself.

Illustrations should also represent RWJF’s values. They should be thoughtful, inspiring, and sophisticated while offering the viewer an emotional connection. 

Using illustration to convey diversity and equity
RWJF feels great connection and responsibility to the communities we serve. Portray individuals with authenticity. Depict their settings, conditions, and circumstances with dignity, positivity and sensitivity.

When it’s critical to capture real-word disparities, we recommend photography over illustration as a first course of action.  

If using illustration to depict a human form, choose styles where figures are anonymous or ambiguous so that many people see themselves in the image.

Illustration resources

Use the button below to download the guide for appropriate illustration use.

Content and concept

RWJF illustrations are created to draw you in and make you think. Clever, thoughtful subjects and scenarios are intended to enhance and deepen understanding of important information, not to distract or confuse.

Style requirements

RWJF illustrations are created to draw you in and make you think. Clever, thoughtful subjects and scenarios are intended to enhance and deepen understanding of important information, not to distract or confuse.

People

Incorporate aspects of humanity in illustrations without being too literal about representation. Choose styles where figures and forms are anonymous/ambiguous so that many people see themselves in your image.

Location

Represent environments that relate to the work we do in communities all across the United States (urban, suburban, rural).

Texture and dimension

Be discerning about where and when to use texture. These small, subtle details go a long way to setting the overall tone of an image.

Simple, graphic shapes and lines

Create compositions that aren’t overly detailed or complicated. Layouts that are eye-catching and quickly digested are better suited for digital environments. 

Focal points

Focus on a singular point and direct attention towards that concept. Surround your focal point with supporting information but do not distract from the main idea.

Bold, selective use of color

Take a minimalist approach to color, using a limited number of hues with ample contrast. Start with the digital palette as your base and use other colors judiciously.