Iconography
Alongside the illustration team, I helped develop Chewy's official icon style guide - a system designed to complement the visual identity already put in place for illustration while serving functional UX needs.
Icon System Development
Through ensuring line weight consistency with the illustrations, color hierarchy, detail-thresholds within small-scale format, & scalability rules in place for various Ui environments, this system ensured icons felt like part of our same brand universe without being overly detailed or losing legibility.
Balancing Personality & Clarity
A core challenge was maintaining the expressive pet-forward vibe of our illustrations while respecting the primary function of icons: immediate comprehension without words.
Clear rules were then established around simplification without flattening personality, expressive cues with minimal forms, & maintaining warmth while prioritizing usability.
Through this system, we created unification of iconography across all digital & marketing platforms, cohesion between illustration & Ui elements, a scalable guide for future designers & illustrators, & strengthened brand recognition through consistent visual language.
Credits:
CHEWY
HILLARY CIANCIOSI, DEB FULOP, CHRISTOPHER MOSIER, JAMES ST. LUIS