As part of a larger effort to reinvigorate the brand personality and voice of Hadley’s digital shopping assistant, I created a custom design system of character illustrations. Anthropomorphizing the brand invites customers to connect emotionally with the brand experience via diverse, relatable personas. Each character embodies brand voice and is designed with special attention to inclusivity, accessibility, expression, and clear communication of an idea or story. This living system will continue to grow and evolve, providing illustrators and designers with the visual principles, components, and techniques to optimize workflow and shape the brand experience.