Rakuten Illustration Ecosystem
Brand System
Illustration
Art direction
I led the evolution of Rakuten’s illustration ecosystem, expanding the pattern and illustration styles that sit at the core of the brand’s visual identity. I built a comprehensive asset library, created design templates, and conducted audits across the team to maintain consistency and quality. After the system was developed I continued to create, refine and scale assets to support a growing library of assets.
Category Tiles
Rakuten’s 3,500+ retailers range from beauty and cosmetics to banking and tax preparation. These category tiles help users quickly navigate across digital touchpoints.
Campaigns and ads
Illustrations serve as an alternative to lifestyle photography, enhancing Rakuten’s visual storytelling with character and flexibility.
Incorporating people into the style
These figures are approachable and unique—reinforcing the brand’s member-focused personality while supporting visual storytelling across campaigns and digital experiences.
Pattern development
I produced patterns that were used across evergreen assets throughout the years. Working in our signature cut-paper style, the patterns were both organic and literal, providing a cohesive visual language across campaigns, social, and app experiences.
The style evolves annually, with patterns refreshed and updated to keep the creative fresh, engaging, and aligned with the brand’s playful, approachable identity.
B
A
C
Illustration evolution
Initially, Rakuten did not have an illustration system and relied on organic, hand-drawn illustrations (A). I eventually developed a new style (B) in 2020, shifting Rakuten illustrations to a simpler, more graphic style. In 2021, I collaborated external design agency Collins in developing the pattern and illustration ecosystem, evolving it into Rakuten’s current cut-paper style. This style allowed for versatility, consistency, and quick production across campaigns and digital assets.
Storyboarding
Since 2020, I consistently created storyboard sketches for Rakuten’s campaign photoshoots. These sketches defined composition, style, and tone ahead of production, streamlining the shoot process and aligning the creative team on a clear visual direction.