Florida Citrus7.1 / Our approach
Real. Approachable. Human.
Graphic elements add warmth when a photograph alone cannot carry the story. The guide brings spot illustrations, expressive headlines, emphasizers, and badges together into one visual language.
7.2 / Spot illustrations
Draw with a human hand
Spot illustrations can stand alone or sit beside an expressive headline. They visualize products, benefits, and the citrus lifestyle. Soft shapes and hand-drawn linework make the work feel human. Keep colors bright and provide enough contrast against the background.
7.3 / Expressive typography
Let the headline become artwork
Headlines may change shape, wrap around an object, or be placed on a relevant setting. Build contrast through type style, case, size, and shape while retaining a clear reading order.
7.4 / Emphasizers
Point people to what matters
Use hierarchy to make the most important message appear first. Warm, easygoing lines, markers, and highlights add emphasis without losing the human tone.
