I translated iconic characters found on Coolmath Games into a unified style while keeping true to their designs to form the Coolmath Games illustration library. The library was created in Illustrator and Figma, so the social team could easily mix-and-match assets for viral posts.
The Illustrator files were set up puppet-style so the characters were easy to pose in marketing materials, or even animate. I created these animations in After Effects, and we asked Mila Lesh to create the Coolmath Games trailer.
Below is the set of tests that decided the style direction. I drew inspiration from Duolingo, Cartoon Network, and more. After we agreed internally on our two favorites, we took to social to find out which style the audience preferred. The first style (minimal/flat) ended up being the winner, getting 16K likes on average.
