Illustration
Editorial
Indesign Illustrator Photoshop
This project was developed for IAB Spain, the world’s largest association for communication, advertising, and digital marketing, with the goal of designing and illustrating their book on the “7 Deadly Sins in Branded Content.” The challenge was to represent complex concepts such as pride, envy, or gluttony in a visually appealing and approachable way, avoiding a moralizing or aggressive tone.
To achieve this, a cartoon style was chosen, allowing serious topics—like a brand’s disconnection from its audience or lack of humility—to be addressed in a playful and accessible manner. All illustrations follow a common conceptual structure: a two-level scene where narrative situations unfold in alignment with the text, with a plant serving as the protagonist.
Each plant corresponds to a specific sin (envy: vine, greed: carnivorous plant, gluttony: bell-shaped carnivorous plant, wrath: chili peppers, sloth: water lilies…), and the color palette is also associated with each sin (purple: pride, orange: gluttony, green: envy, blue: sloth, red: lust…).
This coherent system of illustration, color, and symbolism is applied across the layout of each section, reinforcing the narrative and the book’s visual identity. The final result is a 90-page fully designed and illustrated book by me, featuring a unique and distinctive style that complements and enhances the content.