Numbers Tell Stories
Client: United Parcel Service (UPS)
Service: Illustration | Digital
Team: Zeno Communications Singapore (Layla Wei, Aileen Aurelia, Ong Tze Yong)Series of illustrations done for a UPS ESG (environment, society, governance) campaign with the primary objective of raising awareness around that UPS is moving our world forward by delivering what matters, in a sustainable manner.
Idea and concept sketch
Our team’s idea was to visually portray how the world could potentially look like with certain sustainability solutions UPS was adopting, featuring specific numbers related to the solutions as a key visual element.
E.g. 13,000 Green vehicles, 50,000,000 trees planted
Exploration on variations in illustration treatment and colour.
UPS has a brand illustration style that mainly consists of flat characters and vehicles with muted colours and uniform brown outlines.
But for this campaign, we wanted to push visual boundaries by experimenting with a more surrealism-inspired layout and colours, while maintaining a look that is still recognisable as UPS.
Final artwork
The final look we went for was to feature mainly vibrant greens that complemented the UPS signature browns, and better represented a clean, green world made possible by UPS’s sustainability initiatives.
