Rakuten Illustration
Art direction, illustration
I led Rakuten’s Illustration program by evolving the illustration and pattern system, creating templates, and building a comprehensive library. These resources allowed designers to utilize existing artwork and quickly produce new assets. I also conducted regular illustration audits to ensure consistency and quality across all assets.
Category Images
Rakuten’s category images feature main and subcategories, from beauty and cosmetics to banking and tax prep. Our wide range of images enhances both usability and the overall aesthetic experience across digital touch points.
Campaigns and ads
We frequently use illustrations in campaigns and promotional content as an alternative to lifestyle photography,
enhancing our visual storytelling and messaging with character and flexibility.
Pattern development
I produced patterns for Rakuten that were used across evergreen assets throughout the year, as well as holiday-specific designs. 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.
Incorporating people into the style
Adding human figures allowed us to highlight diversity, showcase members, and create characters that embodied the Rakuten community. These figures feel approachable and unique—reinforcing the brand’s member-focused personality while supporting visual storytelling across campaigns and digital experiences.
Illustration evolution
I led the evolution of Rakuten’s illustration style over the years. Initially, the brand had no illustration system, relying on organic, hand-drawn illustrations. In 2021, I developed a temporary illustration style guide utilizing a more graphic style.
Over time, I helped develop—and eventually took ownership of—the illustration program, evolving it into Rakuten’s current
cut-paper style. This style retained elements of the original hand-drawn approach in a more graphic sense. This allowed for versatility, consistency, and quick production across campaigns and digital assets.
Storyboarding
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.
