We partnered with Dagger and the Atlanta Journal-Constitution to build a new illustration system from the ground up. The ask was straightforward but ambitious: develop an ownable, flexible visual language that could anchor AJC's growing portfolio of digital products, from newsletters to feature articles to audience research. The system needed to feel distinctly AJC: smart, accessible, and rooted in the voice of a trusted news source. It also needed to work at any scale, from a 4K screen down to a thumbnail, and leave room for animation down the road.

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One System, Four Categories

The work spanned 21 custom illustrations organized around AJC's core product lines. Timely Updates captures the morning and afternoon newsletters with quick, visual hooks for time-sensitive news. Sports & Politics covers the beat with visual energy. Atlanta Lifestyle shows the texture of the city itself. And Atlanta Demographics makes data feel human and tangible. Each category carries its own flavor, but all four live under a single visual roof.

The system also includes a broader editorial exploration: three distinct directional approaches for feature writing and opinion content, proving the illustration language could flex without breaking.

The challenge wasn't just making 21 icons. It was building a system that could grow. Every piece was designed to expand the library without feeling like we'd hit a ceiling.

Custom Illustration Language

We started by establishing a minimalist graphic philosophy. The style uses clean lines, essential shapes, and a painterly approach that feels more editorial than corporate. Texture and warmth matter here. These illustrations are meant to feel human, not mechanical.

From there, we built out the asset library. Characters, environments, icons, graphic elements, and pattern systems all feed into the same DNA. A figure drawn for the Lifestyle category can sit comfortably in a sports context or an opinion piece. The hand-drawn quality keeps everything accessible, even at small sizes. The system is flexible without being fractured. It works across newsletters, articles, social, print, and in-app layouts without losing its voice. Each new asset reinforces the system rather than just extending it. And the line work and shapes set up naturally for motion, but they hold their own as static illustrations.

Visual Language

The palette runs cool and clear, grounded in ATL blue with warm accents that lift the work without losing sophistication. The shapes are geometric but not rigid. Backgrounds feel open and breathable. Characters and objects are drawn with enough personality that they read as friendly, even when dealing with serious news.

The result is a visual system that gives AJC a distinct creative presence in an information-saturated landscape. It's ownable, it's scalable, and it leaves room to grow.