Elastic Blog
Editorial illustrations explore abstract representation, contrasting the brand’s rigid, analytical content
Photo Manipulation • Art Direction • Hero Art Illustrations • Color Palette Development
My Role: Senior Art Director
Year: 2021-2022
Client: Message Lab
Account: Elastic Blog
Elastic is known for its open-source search and observability solutions.
As they prepared to launch a new blog, Elastic asked MessageLab for Art Direction assistance, requesting a style that would help them stand out in a crowded digital space.
The MessageLab team settled on a pop-icon style aesthetic: bold, vibrant, and iconic. The blog sought to be visually striking and memorable, so the art direction leaned into an editorial style. The goal was to establish a instantly recognizable style that was engaging and distinctly different from the typical, corporate designs often seen in the tech industry.
In addition, the client sought direction for a series of hero art pieces that accompany blog posts written by the MessageLab team. These visuals would abstractly distill complex ideas into simplified forms, using minimalist shapes, vivid colors, and dynamic iconography.
The aim was to communicate themes like data, innovation, and technology in a fresh, artistic manner while staying true to Elastic’s cutting-edge, forward-thinking brand. These images struck a balance between abstraction and simplicity, creating visuals that were not only visually compelling but also accessible and resonant with a broad audience.
