Israel National Digital Agency / Gov.il
I created an intuitive and unique illustration system to make government services accessible to Israeli citizens and guide them throughout their digital experience
The project involved creating over 150 illustrations and icons, featuring a main character, a cast of inclusive characters representing the entire population, as well as various objects and devices. What excites me the most about this project is the opportunity to positively impact the visibility and experience of citizens in their communication with a large public institution.
Illustrations system Website visuals
Israel National Digital Agency GOV.IL
I added colors to the central blue government branding that worked well in the illustrative language. The color palette I chose is elegant, stable, innovative, and light, giving our illustrations an optimistic feel.
Design frame prosess
I was tasked with creating unique, inviting illustrations that express innovation and trends through non-generic, abstract characters at the user's eye level. After in-depth research, I created visually abstract illustrations with a game of balances between brand colors and manual outlines, characterized by a free-flowing style with soft textures. Consistency was key to ensure easy recognition across all visual mediums of the governments’ on-line service
Following extensive research, we opted for abstract characters without facial features or specific identities. Our intention was to ensure that all sectors of Israeli society could connect with them.
The main character
The national bird of Israel, the Hoopoe, ties the project together and is subtly incorporated throughout. It is designed to be cute, approachable, and kind, while also radiating seriousness and confidence.
To add personality throughout the site and highlight featured areas on the home pages, I created a variety of minimal spot illustrations.
A complete set of custom icons were created for the project, which blend contours and elements with solid color spots in a limited color palette to maintain design coherence.
Deloitte digital + Israel National Digital Agency + signature-it