Branding Project
Drawing the Arduino Universe
Created for:
Arduino
in collaboration with
Ilaria Bocca
Role:
Tools:
Figma, Adobe Suite, Procreate
To keep up with Arduino's evolving identity, I led the expansion of its illustration system—originally built on "living" electronic components—into a more inclusive, modular visual language. The result: a scalable system that enhances storytelling across marketing and product lines.
The challenge
Arduino's original "puppets" system was endearing but perceived as too childish, especially for mature users. As Arduino evolved, it became clear that our visual identity needed to inspire—not just instruct. The goal was to communicate not just what the technology is, but what it could enable. This meant shifting from characters that represented components to visuals that represented imagination, inclusivity, and possibility.
Concept & Strategy
Our strategy was rooted in narrative growth: as users mature within the Arduino ecosystem, so does our storytelling. We retained the beloved puppets for education and beginner contexts, but "zoomed out" to introduce abstract, genderless characters with expressive oversized hands—symbolizing creativity and inclusivity. For Arduino Pro, we zoomed further out into fully-fledged, complex environments where technology shapes industrial ecosystems. We ran extensive research on illustration systems across tech and developed a modular framework that aligned with Arduino's tone, brand palette, and UX.
Visual Development
& Design System
We focused on abstracted forms: characters without facial features, but with unique head shapes and highly expressive hands. This kept the visuals inclusive while shifting attention to interaction and making. We maintained continuity through bold lines, clean compositions, and Arduino's core colors. For Pro, we introduced floating platforms, large-scale machinery, and environmental metaphors to depict system-level complexity.
Deliverables
Inclusive character set with modular poses and props
Product-focused hands for newsletters and marketing campaigns
Environment illustrations for Pro campaigns and storytelling
Style guide drafts for future integration into the Arduino Brand Hub
Design audits to evaluate brand consistency with new visuals
The new illustration system was welcomed for its freshness and brand distinction. Teams—especially digital marketing—quickly adopted the characters into newsletters and campaign assets. While upper management paused broader rollout pending brand architecture discussions, the project demonstrated strong internal support and community engagement.
Lessons & Next Steps
Shifting from facial expressions to hand gestures as the emotional core proved powerful, especially in the context of tech. We learned that modularity and metaphor can unlock storytelling across vastly different audience needs. Once the project is unblocked, we'll formalize documentation and explore motion and 3D applications for future growth.
There’s subtle power in a character with no face, just oversized hands reaching for a board. It says: "Anyone can make something. Maybe even you."
