The project
For the ever on-going Always On campaign for Norwegian public transport company Ruter we created a new creative concept, which is based on illustrated, playful characters. We wanted to communicate to the people of Oslo that Ruter always has a transportation option for you, so that you'll be able to experience all the many things happening around this beautiful city,

The characters
In order to create a consistent character library I decided to build the base for the characters using basic geometric shapes. In this case, using geometric shapes helped me to create a coherent visual style which is easy to expand and build upon when needed. It also helped me to achieve a unified look and feel throughout the entire character library and the campaign. Keywords during the process were friendly, relatable, cute, inviting and fun.
Facial expressions
This is the library of facial expressions in which every character takes it start. After creating these basic expressions it was easy for me to create new ones throughout the project with starting point in one of the faces below.

Diversity
Diversity and inclusiveness was two important words in this project. It was important to let people being able to relate to the characters.
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Age and gender
Regarding relatable and inclusiveness we also decided to create characters within the categories of women, men, kids, adults and elderly.


Some examples of where the illustrations were being used in the Always On campaign (also used for big outdoor adshels, ad banners in the subway stations, digital banners etc):
Type of proejct: Client project - Ruter AS
My role: Illustrator, Designer
Responsibilities: Concept, Graphic Design, Illustration, Print, Digital
Tools: Pencil sketching, Adobe Illustrator CC, Adobe Photoshop CC

Creative team: Thale Høy-Petersen, Ingrid Lea
Illustrator and Designer: Sofie Nilsson
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