We grounded the work in Yelp’s existing brand guidelines, using them as a foundation to explore how their illustration language could evolve while staying true to Yelp’s DNA. Nine distinct visual concepts were developed before converging on a unified direction that elevated illustration from decoration to a core brand asset, designed with intention, consistency, and longevity in mind.

We distilled Yelp’s illustration style to its core elements, replacing intricate detail with a clear, graphic, minimalist language. The resulting system balances simplicity with character, remains recognizable across use cases, and is designed to extend naturally into motion over time.

As Yelp’s teams produce a growing volume of visual work, maintaining creative integrity at scale requires structure. We designed an illustration system that ensures consistency and quality across teams. Clear illustrative tiers guide creative involvement — from custom, senior-led hero illustrations to modular components built for speed and scale. The system reduces friction, prevents inconsistencies, and keeps work aligned across platforms.