Stock PNG images are heavy and don't convey product value. They increase LCP and don't scale on retina. The solution is custom illustrations in SVG or Lottie, optimized for Core Web Vitals. We specialize in developing custom website illustrations: from references to export in SVG, WebP, or Lottie. Our experience includes 5+ years in vector graphics for the web, dozens of projects for SaaS, fintech, and edtech. We guarantee a consistent style and brand alignment.
Custom illustrations are justified when a site needs to stand out and have a recognizable character. For projects with tight deadlines (1–2 weeks) and small budgets, stock photos or icons can be a temporary solution. But for long-term brand image, investing in unique graphics pays off. Contact us for a project evaluation and we will propose timelines from 2 to 4 weeks depending on scope. Typical investment: $2,000–$5,000 for a full set.
Why a site needs custom illustrations?
Custom illustrations solve problems that photography cannot: show abstract concepts (e.g., "cloud computing"), soften empty states (empty states, 404 pages), and guide users through onboarding steps. They improve brand recall and user experience. Unlike stock images, custom illustrations accurately reflect product value and avoid associations with competitors. According to a study by Nielsen Norman Group, custom illustrations improve user engagement by 25%.
Illustrations are especially effective in hero sections, empty states, explainer sections, and onboarding. However, on pages with real product photos or team images, illustrations may reduce trust. For legal and financial services in strict B2B, neutral photo content is better. If the budget does not allow custom illustrations, it's better to go without than use obvious stock.
Problems we solve
- Brand inconsistency: off-the-shelf graphics rarely match your identity. We create a cohesive illustration system (color palette, stroke weight, shading angle) that reinforces brand guidelines.
- Poor performance: heavy PNGs increase page weight. We export optimized SVG (2–80 KB) or WebP for complex scenes, and Lottie JSON (10–200 KB) for animations, keeping LCP under 2.5s. SVG images are up to 10 times lighter than equivalent PNGs.
- Vague messaging: stock photos cannot visualize workflows, data flows, or abstract features. We design bespoke illustrations that explain your product's value proposition at a glance.
How we do it: technical details and case study
Stack: Figma, Adobe Illustrator, SVGO, After Effects + Bodymovin, lottie-web.
Case study: On a project for a SaaS analytics platform, we replaced a generic hero image with a custom isometric illustration. The original PNG was 340 KB; the SVG version weighed 12 KB. Page load time dropped by 40%, and time-on-page increased by 15%. The illustration showed a dashboard with data flows, instantly communicating the core feature.
SVG optimization:
- We use
cleanupIds,removeComments,mergePathsin SVGO. - For illustrations with 500+ paths, we sometimes export as WebP instead.
- Animated illustrations: CSS animation for simple SVG, Lottie JSON for complex motion.
SVG optimization details
Before export, remove unused layers, merge paths with similar parameters, use `Lottie for animated illustrations: Lottie is a JSON format working via lottie-web or React wrapper @lottiefiles/react-lottie-player. Animation weight: 10–200 KB. Lottie animations are up to 10 times lighter than GIF equivalents. Used for hero animations, empty states, success screens.
Process of evaluation and work
- Data gathering and inventory: Identify where illustrations are needed (hero, features, empty states, 404, onboarding) and their context.
- Style exploration: We present 2–3 moodboards with references. Client selects direction before we start drawing. Styles include flat, outline, isometric, character, abstract.
- Sketch → vectorization: Draft → approval → final vector in Illustrator or Figma. For character design, an extra approval step.
- System creation: Uniform palette (4–6 colors), consistent stroke weight (if line art), and unified shadow angle. All illustrations become part of one design system.
- Optimization and export: Export to SVG, WebP, or Lottie JSON. Provide usage documentation.
What's included in the work
- References and moodboard (2–3 directions)
- Source files in Figma / Illustrator
- Export in SVG, WebP, Lottie (as needed)
- Usage documentation (colors, combining rules)
- File access and 1 month of revision support
Timeline estimates
| Stage | Time |
|---|---|
| Moodboard and style approval | 2–3 days |
| Hero illustration | 3–5 days |
| Feature icons set (6–8) | 3–5 days |
| Empty states + 404 (4–6 illustrations) | 3–5 days |
| Optimization and asset export | 1 day |
Full set for a marketing site: 2–4 weeks depending on style and quantity.
With over 5 years of experience and 50+ completed projects, we guarantee quality. Contact us for a project evaluation. Get a consultation on illustration styles. We guarantee a consistent style and adherence to technical requirements.