Storytelling with illustrated maps
Illustrated maps can be a wonderful way to make complex information more engaging and fun, and show off your brand’s personality while getting your message across.
They act as a great storytelling device, drawing the viewer in and taking them on a journey where you guide them through the key information you want them to absorb.
Here are three examples of illustrated maps in action, showcasing how the format can flex to your needs.
bringing FACTs to life
I worked on a project with the Federation of Small Businesses to illustrate their report on the Future of the High Street, which included a map of an imagined high street, pulling out key stats.
What’s it for:
All the FSB reports include an infographics page highlighting key stats from the research. For this report, we decided to bring this to life with an illustrated map, mirroring the illustration style used throughout the report itself and the social media campaign to promote it.
Why it works:
Pairing each stat with an illustration helps the viewer digest the topic at a glance and hone in on what interests them most.
This format allowed us to add more visual interest to the page, while still respecting the organisation’s brand guidelines - which was achieved by working within their colour palette and using their house font.
The individual illustrations on the map also work well as standalone illustrations, enabling them to be used in other formats and work harder for the client as marketing assets.
Helping people understand your offering
I undertook this self-initiated project to re-imagine the map for a food tour I attended in Hong Kong.
What it’s for:
Food tour guests are handed a map outlining the route at the beginning of the tour so that they can refer to it throughout the experience, but also keep it as a souvenir after the event.
Why it works:
This map conveys important information about the tour, without giving too much information away!
What food you will get to sample
Where the tour takes place and what sort of area you will cover
An idea of what else you might see on the tour, other than the food itself
Even though the individual locations on the tour have their own unique branding and personality, the limited colour palette and consistent illustration style of the map brings it all together.
Wayfinding but make it fun!
Inspired by a day out with my nephews at the zoo, I created an alternative map for Battersea Park Children’s Zoo, replacing photos of animals with cute illustrations.
What it’s for:
The map is available as a download on the website for people to plan their visit, as well as physical versions on site. Visitors use these to understand where they can find their favourite animals, as well as for practical information about where essential facilities are located.
Why it works:
As with the zoo itself, the animals are the stars of the show here. I’ve kept it clean and simple with the iconography with bold colour palette, so that people can easily find their way and pick out the facilities they need.
This style of map still conveys practical information, but in a warm and endearing way that’s totally in keeping with a family day out.
Beyond it’s practical use, this map could be kept as a keepsake after the visit, further deepening the connection for the visitor.
could an illustrated map help your business?
If you’d like to find out more about how illustration could help communicate your brand story, I’d love to hear from you! Get in touch with me by emailing daniellebrooksillustration@gmail.com