ADAM EASTBURN
Available for freelance
ak.eastburn@gmail.com
Role: Staff Brand Designer
Teammates: Brock Beeson, John Demetres, Zach Ferdman, Grace Chen, Kate Harmer, Sarah Acton
As illustration and motion lead of the rebrand, I crafted and directed the creation of 500+ illustrations and graphics, and a launch video for the brand launch.
The new branded illustration system was inspired by our new core principles: ownership, warmth, sophistication. We aimed to stand apart from competitors while being firmly the leader of the fintech space. We developed an intentionally hand-drawn style, using bold ink lines, texture, and color to add emphasis, flexibility, and tonal variation.
The system was designed to be minimal, inclusive, and adaptable, shifting from expressive to more refined applications across the customer journey.
Designed for scale, the illustration system also accounted for future growth by introducing simplified, icon-sized versions of larger illustrations. These retained the same style and tone while working effectively in product and smaller touchpoints. This approach also improved speed and efficiency, reserving more detailed illustrations for key brand moments.
To maintain brand standard and grow our library, we hired out a team for illustration. Together we created a systematized vector library in Figma where designers and others could find the graphics they needed.
Illustration was designed to work seamlessly within the broader system. Alongside it, we explored key brand touchpoints, including color, typography, and photography. Motion was considered, and was a newer asset to BILL’s visual brand. As motion lead on the refresh, the initial direction fully leaned into those principles mentioned earlier, and felt very handmade. Animations and movements were lower in fps and allowed for the grids to show. This presented a piece that felt very ownable and unique for the space.
As the style has continued to grow and the motion team has worked through it, we smoothed out the edges and dialed down the “handmade knob” to something more subtle. This has allowed the main touchpoints of the brand to sit more front and center. It’s also resituated to fit well in the fintech space.
This work was truly collaborative. A huge thanks to Brock Beeson and John Demetres, whose partnership shaped the visual system, rollout strategy, and alignment across product and marketing. I’m also grateful to Grace Chen for her partnership on the illustration refresh and to Zach Ferdman for collaborating on the motion system.
Illustration
Animation
Brand design
Available for freelance
ak.eastburn@gmail.com